Subject Index
 

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

Building a core audience for a documentary film festival amongst aficionados is one thing - but doubling the rate of ticket sales growth by reaching an audience who believes documentaries are the movi ...

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

After three straight years of share decline and despite the media onslaught of the deep-pocketed category leader, Travelocity reversed momentum with the successful introduction of The Roaming Gnome ca ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

In order to survive 2005 and return in 2006, the Full Frame Documentary Film Festival had to increase ticket sales 15%. To achieve this goal, the festival needed to broaden its appeal beyond the docum ...

How do you launch a new brand icon in 30 days and make him work hard immediately? Inspired by the growing phenomenon of garden gnome napping, Travelocity's future brand icon, the Roaming Gnome, was in ...

In September 2002, NASDAQ had lost 77 percent of its value and 100 percent credibility. To regain the financial community’s confidence, and reduce switching to NYSE, NASDAQ released a campaign to atta ...

This paper outlines a campaign aimed at improving brand awareness, consideration and involvement. Other objectives were to increase account transactions and introduce younger customers in order to saf ...

This case study describes how First Citizens Bank was neither a small, high service nor high finance bank and it was seen as serving no useful function. The objectives were to shift perceptions and r ...

The objective of the campaign was to improve the image of this film festival by increasing advanced sales, overall attendance, sponsorship and recognition. The agency shows that sales increased, the ...