Subject Index
 

Games consoles, the electronic devices that play video games, became big business after their introduction in the 1970s. Originating with Nintendo and Sega, the gaming industry was lucrative from the ...

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout ...

Following the limited success of its attempt to cultivate a niche market for its organic Seeds of Change products, Masterfoods redeployed its £587,000 (approximately $1.1m at 2008 rates) media budget ...

The new Mr JetSet campaign for Eurostar in 2004-05 aimed to build on the success of the 2003 relaunch. The campaign's objective was to encourage business travellers, for whom the habit of flying to Pa ...

This campaign for Transport for London (2004) aimed to deter young women from using illegal minicabs late at night and risking sexual assault. After the 2002-03 campaign, minicab-related assaults fell ...

This campaign re-branded Pedigree dog food, which had lost distinctiveness and was failing to counter the health claims of dry dog food. A study among dog owners revealed that they really love their d ...

This campaign for Eurostar sought to increase its share of business travel to Paris or Brussels from the UK. A hard core of business travellers continued to disregard the superior comfort, convenience ...

This paper demonstrates how advertising truly served to change people’s lives for the better. But the people it helped don’t even know it, because it is a campaign for crime prevention. There are an e ...

This novel case study demonstrates how communication capitalised on Eurostar’s 20-minute reduction in journey time to reposition the brand. For six years after it launched in 1994 Eurostar enjoyed gro ...

This is the case of the launch of the largest traffic management system in the world, unique in scale, complexity and controversy. The brief was, in effect, to ‘brief London’. There were only two scen ...

Campaign for Oxfam shops, facing competition from increase in `retro-fashion' clothes buying. Research found that the wider retro fashion had a weakness: all the clothes were the same. Oxfam should st ...

Charity campaign for the Big Issue, which provides employment and visibility for the homeless. Circulation was declining, especially in the main group of buyers, the 25-34 age group. Research revealed ...

2000 pre-election campaign for the Labour Party. Suggested that the government’s achievements were the achievements of those who voted for that government. Two-week campaign used TV, door drops and ma ...