Subject Index
 

Royal Mail briefed Bates Dorland to create new advertising to stimulate usage by promoting the benefits of mail: positioning the letter as the ideal medium for maintaining relationships with family an ...

1994-6 campaign for Safeway. The retailer had been consistently out-advertised by the competition, and research showed it to have a weak image: not popular with (or used by) budget-conscious families, ...

This is the story of how we moved the Compaq brand from being a brand with positive product values - but values that other brands could also own - to a being a brand with a unique positioning and pers ...

When Bates Dorland won P&O European Ferries' business in autumn 1992, it was both brand and image leader. Heavy investment in its ferries over the previous five years meant that P&OEF offered a higher ...

The development of the 'Harry' campaign for Safeway was the result of insights about customers at both a quantitative and qualitative level. As such, the planning process used continuous and ad hoc re ...

The Heinz brand pitch was one of the most newsworthy of 1994. The challenging brief was to create a single campaign to support the entire Heinz brand across its wide range of products. Bates Dorland w ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

This paper describes how Account Planning, in the guise of creative development research, made a fundamental contribution to the 1993 Range Rover television campaign. The paper demonstrates how creati ...

The UK’s biggest building society, the Halifax, had to change the emphasis of its advertising, from products to provider. This paper demonstrates how planning turned the potential negative of size for ...

This paper demonstrates that planning found a way to break the commonly perceived golden rule of standard lager advertising: that you can't create famous lager advertising out of a product-led proposi ...

The key task was to identify and understand the target audience for the Redoxon brand of vitamin supplements. The research revealed ‘stitch in timers’ – namely women in their 40s who wanted to help th ...