Subject Index
 

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration. T ...

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals. It outlines the strategy behind the brand’s re-launch in 2002 and demonstrates how this s ...

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 ...

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 ...

Weetabix is the second biggest cereal brand (and second biggest advertised brand) in the UK. As a family staple, its targeting and communications are broad-ranging, and there has always been a place w ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...