Subject Index
 

This Agency Profile provides key details and analysis of Bates UK, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to ...

1996-2000 advertising for B&Q. Objectives: to increase spend per consumer and attract customers from other DIY stores at a time when the market had matured. Launch of B&Q Warehouse stores offering bet ...

1996-2002 campaigns for Royal Mail, to support and defend the mail business. Communications are changing under impact of new technology (e-mail and mobile phones). Would use of mail erode, or would di ...

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes. With ...

At the launch, allergy remedy brand Benadryl had the product advantage of being faster-acting than its competitors. Advertising was developed along the rational persuasion model to explain this advant ...

Campaign in 1999 by Bates UK for Royal Mail. Objective: demonstrate RM services to top 100,000 business customers. Research revealed underlying problem: lack of business credibility (unlike telecoms a ...