Subject Index
 

The Lee Apparel Company, a division of VF Corporation, piloted an image-altering advertising campaign that began in the autumn of 1995 and continued through 1997. Lee hoped to update its brand image i ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

This paper describes how Prudential Insurance in the US embarked on a brave and dynamic advertising campaign in an attempt to update their image, following industry transgressions, without losing valu ...

Nikon Corporation, one of the leading manufacturers of professional photography equipment, ran an advertising campaign in 1997 to invite photographers of all skill levels to participate in the Ni ...

With the "Incredible Dogs" marketing campaign—a broad effort that included advertisements, an essay competition, and canine athletic events—Ralston Purina Company encourage ...

In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the US by Bud Light. To turn the situation round, Miller ...

In 1996 Holiday Inn, then owned by the British brewing conglomerate Bass PLC but subsequently acquired by Intercontinental Hotels Group PLC (IHG), embarked on a $1 billion renovation program that forc ...

In 1998, after being in business for seven years, Holiday Inn Express, the limited-service offshoot of the famed but ailing Holiday Inn brand, had no clear identity apart from its namesake and was i ...

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various unit ...

Repositioning 2000-2001 campaign for Skoda. Brief history: ridiculed because of Communist period perceptions, UK sales grew through the mid-1990s and high loyalty was achieved. But poor image remained ...

The Lee brand was in serious trouble in 1997. Lee had been nearly abandoned by the younger jeans wearer, the life blood of the business. After the campaign Lee grew its share impressively while nich ...

The University of Minnesota Gopher football team has suffered a long losing streak, resulting in declining season ticket sales. This campaign's objective was to motivate people to purchase tickets eve ...

Campaign in 1999 by Fallon McElligott for BBC Radio 1. Objective: brand building. Media: TV, cinema, girls' press, Radio 1 itself.

This 1996 DMA Silver ECHO award winning campaign was created by Fallon McElligott for United States Golf Association (USGA). Membership in the USGA is a contribution to the game of golf and a show of ...

This 1996 DMA Silver ECHO award winning campaign was created by Fallon McElligot for Philips Consumer Electronics. Philips planned to introduce a new technology, called ImageLock, for consumers in 199 ...