Subject Index
 

In 1981, French Golden Delicious (Le Crunch) was worth £100 million in an apples market of some £235 million. This was achieved in less than a decade and with above-the-line investment of never more t ...

1980 campaign to promote pedal cycle safety. Casualties had been worsening steadily since 1975, and children were most vulnerable (statistics charted and explained). Campaign aim was to change the att ...

Campaign for Philips Video (all TV and video products produced by the company), 1979-80. The CTV market was undergoing contraction, for economic reasons, and Philips, the traditional leader, was faced ...

1979-80 campaign to promote New Zealand lamb. The New Zealand Meat Producers Board (NZMPB) does not control pricing, supply or distribution, but can only affect consumer demand by advertising and prom ...

1979 campaign for Goodyear Prix-S tyres, a new launch steel-belted radial tyre. Full discussion of marketing background. Advertising objectives: brand salience, improved perception for brand on most-d ...

UK launch of a new carbonated soft drink, Lilt. Test launch in Scotland, later extended to North-East England (1976), national launch in 1977. The aim from the outset was long-term development of the ...