Subject Index
 

Senokot, the UK brand leader in constipation treatment, had 30.5% market value share. However there was a strong belief that both the Senokot brand and the constipation market had a great untapped pot ...

The paper shows how a unique and somewhat controversial advertising idea lead to a communications to launch a new workwear brand to an audience of young males working in the construction industry. Th ...

This case study relates the success of a campaign for Fybogel, a 30 year old brand manufactured by Reckitt Benckiser Healthcare, prescribed for a variety of fibre-related conditions, such as constipat ...

This campaign for Birchwood Products launched Scruffs, a new range of safety boots and work wear to young tradesmen aged 18-25. The main interest of this audience is girls and sex. To connect with the ...

The outstanding advertising campaign for the theme park ride ‘Air’ at Alton Towers in the UK won an Award at the IPA Bronze Area Advertising Effectiveness Awards in 2003.The brief was to attract 15–24 ...

When Phones 4u launched ‘Ashamed of your mobile?’ it was into a saturated marketplace, where growth was stalling and losses were being made. Compared to the firmly established brand leaders, Carphone ...

This paper looks at how Bonjela, a leading brand in a relatively small healthcare category, is, through its advertising, growing into a stronger brand that is driving overall category growth. A major ...

For a theme park with two distinct target audiences, ‘Air’ provided a perfect product experience to meet the needs of both. The communication objectives set were ambitious and wide reaching, particula ...

Classified advertising is a major revenue generator for any newspaper and within that category recruitment advertising is by far the most profitable section. For the Manchester Evening News (MEN), rec ...

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their ...

This describes the launch in the UK of a table-top electric grill which was introduced to the US market by the former heavyweight boxing champion George Foreman. The brand is now owned by Salton Euro ...

For the Manchester Evening News, recruitment advertising revenue accounts for over 50% of total revenue. The recruitment advertising market moves with the economic cycle and the fourth quarter 2001 re ...

Mr Muscle dominates the oven-cleaning market. Part of the SC Johnson portfolio, it is supported by spend of £3m for the Mr Muscle range: 98% awareness and 43% household penetration is the result. Howe ...

Salford University was suffering from a serious image problem and this paper describes how it was overcome. The agency identified a perception v reality situation and introduced brand marketing techni ...

This paper describes how Vimto, a product which had long enjoyed high acceptance in the North of England, devised a TV campaign that successfully introduced the brand to the South, particularly the Lo ...

Interest in home decoration is at an all time high; witness the explosion of TV programmes, magazines and retailers. Wallpaper is, however, not benefiting from this trend to the same extent as paint. ...