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Paper
1.
Developing a Global Advertising Campaign?
Debra Coughlin, The Advertiser, Jul 2000
In 1997 MasterCard decided that the quality of its work was inconsistent and that its message was fragmented. It wanted to develop a long term positioning to connect with consumers around the world. T ...

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Case Study
2.
Dunfermline Building Society: Advertising Effectiveness
B. Fitzpatrick and P. Atkinson, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1994
Shows the success of a television campaign for the Dunfermline Building Society in 1992, against the background of recession and severe lack of confidence in the housing market. The Society achieved a ...

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