Subject Index
 

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category which had undergone a signi ...

In 2001, Lion Nathan had recently been awarded the license as Beck's Biers Australian distributors. The target was to build volume quickly by achievign a 70% sales increase within 12 months in an incr ...

This case reviews the 2001 launch of commercial radio station NOVA, in Sydney (the first new launch in 20 years) and then in Melbourne and Perth. Using a strategy based upon a consumer insight, the ca ...

A leading professor of marketing argues that not enough attention is paid to the training of marketing professionals by those in top managements, including marketing managements. Marketing is the only ...

Objectives To create awareness of NRMA's new financial services, a departure from the conventional high-volume, high-cost 'rate' ad strategy was needed to make inroads against well-established competi ...

Objectives To reinforce the belief of mothers that Weet-Bix is nutritionally good overall for their kids, to re-establish it as the number one breakfast cereal. As part of the long-term brand strategy ...

The study deals with the most emotionally charged and controversial of social issues - child abuse. The NSW Police operate a one day 'phone in' each year. The advertising challenge consisted of two el ...

The media strategy idea was simple - to link Twisties to the hottest and most appropriate programme on television - Melrose Pace. Twisties met its objective in spectacular fashion. It is believed the ...

Many of the previous Weet-Bix ads had communicated a nutritional message but had never tackled a competitor head-on. From the moment the 'Sugar' television commercial went to air the target audience r ...