Subject Index
 

This study centres on a target market which is described 'as insurance for Harley-Davidson accounts rather than Hell's Angels'. The main message was to communicate that Progressive was the specialis ...

This study explains how the agency had to overcome the problems of low interest, low awareness and strong competition from other brands in the matress market. The campaign objectives were to achieve ...

This study describes a campaign that changed the perception of the product from being a comfortable, reclining chair to a stylish furniture line whose main target audience was higher earning 25 to 44 ...

This 1998 DMA ECHO entry was created by W.B. Doner & Company for Conectiv. Conectiv, the new name for the merged utilities Delmarva Power and Atlantic Energy, is a regional provider of safe and reliab ...

This 1998 DMA ECHO entry was created by W.B. Doner & Company for Prudential HealthCare SeniorCare. The objective of this direct mail campaign was to generate leads for Prudential's Medicare HMO produc ...

This 1998 DMA ECHO entry was created by W.B. Doner & Company for Prudential HealthCare SeniorCare. The objective of this television campaign was to generate leads for Prudential's Medicare HMO product ...

This 1998 DMA ECHO entry was created by W.B. Doner & Company for Prudential HealthCare SeniorCare. The objective of this direct mail campaign was to generate leads for Prudential's Medicare HMO produc ...

This 1998 DMA ECHO entry was created by W.B. Doner & Company for Genus Credit Management, a non-profit organization that offers free credit counseling, debt management and ongoing financial education ...

This 1998 DMA ECHO entry was created by W.B. Doner & Company for First National Bank. The objectives of this direct mail campaign were as follows: 1) to acquire $35 million in home equity and installm ...

This 1998 DMA Silver ECHO winner was created by W.B. Doner & Company for Sylvan Learning Center. Sylvan provides supplemental education and tutoring to students grades K to 12. The objectives of this ...

This 1998 DMA ECHO entry was created by W. B. Doner & Company for the United States Mint. In honor of the opening of the FDR Memorial in Washington, DC, the US Mint was releasing an FDR gold commemora ...

This 1996 DMA ECHO entry was created by W B Doner & Company for National Car Rental. The campaign used direct mail supported by print ads in travel trade publications to promote National Car Rental/In ...