Subject Index
 

Alton Towers, one of Britain's most famous family brands, needed to be seen as cool by its key youth market, an adjustment in consumer profile and to deliver more revenue. This had to be achieved insi ...

'I wouldn't feel happy going into a bingo hall. You'd get all those old biddies staring at you' The client's problem was that of identifying and quantifying the market, understanding the mindset and ...

This paper explains how bingo was saddled with a 'music hall' image and an ageing customer base. Research showed that attitudes could be divided into four distinct types ranging from habitually player ...

Launch of Clorets breath freshener: test market 1988, South East 1989, national 1990. Unique feature justified price premium. Humorous advertising (TV) developed dialogue with consumers. Advertising b ...