Subject Index
 

The prevalence of autism has drastically increased, but parents often lack knowledge about the disorder. Autism Speaks wanted to raise awareness of the condition and educate parents about the prevalen ...

In 1985, Visa and BBDO advertising agency launched the “It’s Everywhere You Want To Be” campaign, in an attempt to differentiate and attract customers away from competitors: AMEX and MasterCard. Promo ...

In the mid-1990’s, credit card company VISA recognised the market potential for its “Check Card”. Visa used a $46.7million budget (approximately £24million at 2008 rates) to increase the card’s uptake ...

This paper describes how BBDO New York helped to convince discerning, health-conscious consumers that Snickers Marathon was a nutritiously credible energy bar with the great taste of a candy bar. Su ...

This paper describes how Mars Inc launched Snickers Cruncher with a $40 million (approx £20 million in 2008) television and print campaign that was liked ‘a lot’ by 61% of 18-24 year olds. Within six ...

Founded in 1972, Home Box Office (HBO) was the oldest and largest premium pay television channel in the United States. Unlike network television and most other cable channels, which raised revenue by ...

Founded in the 1970s, Federal Express (FedEx) quickly carved out a niche in the express package business, helped in large part by its aggressive advertising. In the early years FedEx relied on a fast- ...

Federal Express Corporation (FedEx), founded in the 1970s, built its success on an innovative business model, offering the business world the first overnight shipping service. But savvy marketing al ...

Witty and engaging ads, a hallmark of the Memphis-based FedEx Corp. for more than two decades, had helped propel the success of the shipping and transportation company. In September 2003, however, i ...

On February 12, 2004, the Memphis, Tennessee-based express shipping giant FedEx Corp. (founded in 1973 as Federal Express) expanded in a new direction when it purchased the Dallas, Texas-based Kinko ...

In 1997 Texaco was the fifth-largest marketer of crude oil, natural gas, and other related products. On the list of rival companies that were outperforming Texaco were the Exxon Corporation, the Royal ...

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue. But a change in strategy, tone and targeting by way of a $100 ...

America Online, Inc. (AOL) used a strategy of mass distribution of start-up CD-ROMs and free trials along with unsophisticated late-night television spots to become the largest Internet service prov ...

The short paper details a campaign targeted at future mothers at antenatal classes, which distributed a kit with a children's book symbolising the security offered by the Modus. The book tied the obje ...

In February 2005, Mountain Dew launched the 'Go' campaign to drive relevance of the brand with multicultural teens, as a majority of Dew volume losses were coming from urban markets. To do this, the c ...

Recent Pepsi volume declines stem from 13-24 year old 'Millennial' consumers, and capturing this segment was essential to restoring Pepsi's growth. Millennials were still drinking Pepsi, but less ofte ...

This Gold Award winning entry to the New York American Marketing Association EFFIE Awards details how Guinness grew volumes by 6% in a declining market. As beer consumption shifts away from tradition ...

In August, Pepsi Vanilla was introduced with a fully integrated communications plan that excited both the Pepsi sales system and consumers, including TV, outdoor and print, as well as in-store, grassr ...

The 2004 SNICKERS MARATHON 'Energy You Crave' campaign successfully introduced a new great tasting energy bar under the SNICKERS brand name. This effort capitalized on the trend towards healthier snac ...