Subject Index
 

This Agency Profile provides key details and analysis of Gold Greenlees Trott / GGT, including its latest activities, market position, financial performance, Brands, structure and history, together wi ...

Regional corporate TV campaign for Pilkington, the glass manufacturer, 1990. Need to raise the profile of the company among various target audiences and add value to it. Research indicated opportuniti ...

Small-scale but very effective campaign for the opening of a new office for Alex Lawrie's factoring service. Direct response using television, supported by direct mail; purpose of TV seen as creating ...

How a low-budget advertising test boosted sales of an insignificant brand. Marketing since launch, 1984-87, described. Doubled capacity plus static sales in 1987 led to decision to support the brand. ...

Campaign (1989-90) for Children's World, the Boots store for children, launched 1987-8. Objective to add value (brand the store) and therefore margin, besides stimulating extra visits and sales. TV ma ...

1989 campaign for the Ibuprofen-based analgesic Nurofen, launched in 1983. The brand had been highly successful, but a loss of momentum was feared. It was very much associated with `strength', hence d ...

Relaunch campaign, 1987, of a premium quality baby wipe, first launched in 1984. New pack sizes. TV-am used.

This brand had started to decline by the early 1980s. It depended for its appeal on being a self-indulgence linked to Easter, so with a limited selling period. Research showed that increased availabil ...

Advertising to revitalise a brand in difficulties in a declining market. Butter market split by `Sweetcream' (e.g. Anchor) and `Lactic' (including Lurpak, only 16% of market). But Lurpak could offer s ...

1981-5 poster campaign for London Weekend Television. Individual programmes advertised within a strongly branded campaign format. Evaluated by BARB ratings. Individual programme results attributed to ...

Relaunch of an OTC drug for the treatment of cystitis. Opportunity because the convenience of self-treatment without having to visit the doctor had great appeal for sufferers. Research highlighted the ...

How advertising helped Toshiba in the colour TV and hi-fi markets, 1984-5. Very competitive market with own-label products sourced from Far East. At start of 1984, Toshiba had only a static 3% share. ...

1985-6 campaign for Mazda (UK). Problem of over- capacity in the market and urgent need for client to increase revenue from fixed volume (because of exchange rate problems). Strategy: to alter mix so ...

In 1978, Ted Hudson, Geoff Payne and David Iddiols, three qualitative researchers, set up their own business, which in 1983 became Hudson Payne and Iddiols. The partners positioned HPI as a company, r ...

The paper explains how the launch of a new brand of bitter by Samuel Webster & Sons in Yorkshire was used as a marketing tool to achieve wider objectives set by the brewery - the building of an establ ...

Describes the launch of Shakers Cocktails in 1982, with its first television campaign, and its performance during its first year of national distribution (1982-3). The cocktail boom in the early 1980s ...

The part played by advertising in the regeneration of London Docklands (client: the London Docklands Development Corporation (LDDC)) during 1982-83, following the final departure of shipping from the ...