Subject Index
 

After experiencing years of success in Europe, the high-priced, British-made Dyson vacuum began appearing in the United States in 2002 during a time of recession and a waning U.S. vacuum industry. Nev ...

When drugstore.com launched its website in 1999, the competitors in the online-drugstore segment were primarily a site introduced that year by CVS, a traditional "brick-and-mortar" drugs ...

Growth campaign for Ben & Jerry's ice cream after its purchase by Unilever. The brand's personality was important to it, but it was not seen as a premium ice cream, and research found that this same p ...

Campaign for United Airlines, at a time of global recession following September 11. Global strategy out of US had been directed solely at business travellers (the bulk of income) and based on the slog ...

Global campaign for Sony Europe to cement brand appeal in consumer electronics category. Perceived weakness was a sense of emotional distance from some potential customers: it was necessary to give th ...

2002 campaign to launch BBC1Xtra, a new national digital radio station devoted to the UK black music scene. There was an obvious underserved youth audience. After investigation it became clear that si ...

Campaign in 2000 for Skoda to launch new model, the Fabia. Previous launch campaign had failed to adequately confront the historic prejudice against Skoda, and lessons were learnt from this. Media use ...

Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions. Low budget campaign in women’s ...