Subject Index
 

Campaign in 1998 by Lowe Howard-Spink for Vauxhall fleet cars. Insights from research amongst fleet managers: as purchase negotiators they distance themselves from the manufacturer (hence not likely ...

Campaign in 1999 by Lowe Howard-Spink for Vauxhall Tigra. Need to differentiate from major heavy-spending competitor Ford Puma. Media: posters.

Campaign in 1999 by Lowe Howard-Spink for Heineken standard lager, to reinvigorate the brand. A new approach to the idea of `refreshment' which the brand originally made famous. Media: posters, TV.

Campaign in 1998 by Lowe Howard-Spink for the Independent newspaper. Objective: repositioning. Need to redefine the notion of independence: who are the Independent readers now? Identified from their a ...

Campaign in 1999 by Lowe Howard-Spink for Olympus i Zoom 75 camera. A late entrant, needed to differentiate from lead competitor (Canon Ixus). Selling point: better lens and picture quality. TV ads wi ...

Campaign in 1998 (Christmas) by Lowe Howard-Spink for Scalextric (Hornby plc). New approach to motivate fathers to buy it for their sons, to play together. Media: TV, press.

The 1998 paper shows how advertising was used by Olympus cameras as a catalyst for a series of different reactions (PR, sales force, trade and consumer) that could maximise the sphere of influence of ...

Advertising during the final run-out year of the Vauxhall Cavalier Mark III, 1994-5. Objective: to manage the run-out by slowing down the erosion in sales and share, at a time when these were faster t ...

1990-95 campaign for Stella Artois lager (Whitbread). Market background described, showing reasons for decline in sales and share. 'Reassuringly Expensive' theme developed, made brand stand out agains ...

1994-5 campaign for Reebok. Brand was losing appeal, being seen as an expensive fashion accessory without the necessary sporting credibility (evidence quoted from various research sources). Particular ...

Weetabix is the second biggest cereal brand (and second biggest advertised brand) in the UK. As a family staple, its targeting and communications are broad-ranging, and there has always been a place w ...

This paper relates - by way of a day trip to Brighton - how the under-rated planning virtues of common sense and imagination liberated a brand from research stasis, restored the client's faith in it a ...

Re-launch of the Vauxhall Astra, 1991-3. By 1991, sales and share decline had been made worse by recession and heavy competition. Research (Millward Brown, qualitative) showed weaknesses in image and ...

Describes the launch of a new product in the Heineken stable to take advantage of expected growth in premium lager, as opposed to standard lager. Market analysis identified a gap for a new style of pr ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

This article examines a rethink of the role and effectiveness of tactical press activity in Vauxhall Motors’ marketing. The research showed that the majority of car buyers entered the purchase process ...

Stella Dry was the first offspring in the UK of the famous Stella Artois brand. The right advertising would open new areas of opportunity; to get it wrong would risk not only commercial failure but co ...

Whipsnade Wild Animal Park had been in long-term decline since its peak in the 1960s. This paper shows how a bold strategy of using television and local radio advertising reversed the 30-year trend an ...

Describes how an old an declining brand was revitalised by a new advertising approach. Most of Irn-Bru's sales are in Scotland. It was suffering from rapid growth of new entrants in the market; resear ...

Describes the long-term television campaign by Lloyds Bank directed at generating and increasing commitment among customers. Initial qualitative research investigated what constitutes commitment. Camp ...

Describes the press campaign for Stella Artois during the 1980s, and how the addition of the end-line 'Stella Artois - Reassuringly Expensive' transformed the brand's sales performance. The consumer b ...

1988 launch of new Vauxhall Cavalier (mark two). Cavalier image had been in decline (Millward Brown). Vauxhall's market share had fallen to lowest level for 5 years. Rationale for the new campaign str ...