Subject Index
 

This short article provides an overview of the management consultancy sector, including a summary of recent market trends in terms of its overall media split, and the adspend of most of the major play ...

This short article provides an overview of several recent large-scale corporate campaigns, including a summary of their overall media split, and the adspend of the major players in the market.

Peter Mark has 71 hairdressing salons across Ireland. In an industry where head-office driven promotional campaigns are a rarity, it wanted to create a central database of customers, whose details wer ...

Mortierbrigade, a new creative agency, needed a copywriter, and wanted to produce a campaign proving it could generate a big impact with a small budget, and to create a buzz around the agency in the p ...

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in Janua ...

Since Greeks enjoy at least three coffees a day, the concept of Ideacookies was that ideas wrapped in individually packed cookies would make their day. As this brief study shows, McCann Erickson Athen ...

IBM has a fundamental belief in progress, science and the improvability of the human condition. With its unique capabilities, IBM sees it as its responsibility to create opportunity and prosperity for ...

With the surge in high tech industries in the late 1990s, more and more companies came to realize the importance of how they were portrayed in the media, which gave a dramatic boost to the high tech p ...

This paper covers establishments primarily engaged in the preparation of poster displays and painted and electronic spectacular displays on billboards, panels, bulletins, and frames, principally outdo ...

This paper covers establishments primarily engaged in preparing advertising (writing copy, artwork, graphics, and other creative work) and placing such advertising in periodicals, newspapers, radio, a ...

Professional services, loosely defined as all types of business where knowledge is the barrier to entry, can be highly successful. The article considers how the winners achieve success and how far the ...

A winner with a difference. Anderson Strathern used Citigate SMARTS to good effect in repositioning and re-presenting the firm through a cultural change programme. The agency went well beyond conventi ...

After years of training consumers to wait until they see a dramatic stain to call for carpet cleaning, the industry leader, Stanley Steemer, began seeing its first consistently negative sales. Without ...

At a time when rival publishers in Scotland were launching portal sites (e.g. scotsman.com, icscotland, Scotland Online), SMG plc created individual specialist sites under the one brand umbrella, 's1' ...

With the consulting category experiencing slowed growth due to the economic climate, the name of the game in this business has been to steal share from competitors. With many companies offering simila ...

This is a description of how a new company in the recruitment sector was successfully launched into a highly competitive market place. It involved changing the name of the company and differentiating ...

Lewis Silkin points out the dangers of failing to sign a client/agency contract. Everyone knows that economic hardship puts strain on domestic relationships but professional relationships also suffer ...

This article examines the implications of a new BARB contract to measure TV audiences in the UK. New technology may well hurt both buyers and sellers of air time, which is explained by looking at past ...

Attitudes to competition and advertising of five professions (doctors, dentists, vets, lawyers, accountants) in New Zealand were monitored in three surveys in 1985, 1988 and 1994. Background (developm ...

Discusses branding in the context of management consultancy services. A recent survey of (500) senior management suggests that branding is not being developed well by consultancy firms. Two weaknesses ...

Interflora is an association of member florists. It is the best-known brand in flower delivery, having 93% awareness. For various reasons this was about to change, and Ammirati Puris Lintas devised a ...

The RAC recognised the link between their lack of understanding of how to manage their customer relationships and their constantly fluctuating membership renewal rate. A downward trend in renewals pro ...

Royal Mail briefed Bates Dorland to create new advertising to stimulate usage by promoting the benefits of mail: positioning the letter as the ideal medium for maintaining relationships with family an ...

The first legal firm in Scotland to advertise legal aid on television, 1994. Objective to gain market share. Research (qualitative) showed that consumer understanding of what legal aid is and whom it ...

Customer orientation is the focus of this paper. The primary purpose of the underlying study is to measure the customer focus of real estate agents. The Narver and Slater (1990) scale was made operati ...

Much of the literature regarding the advertising of services implies that services are more difficult to communicate than non-services. Assuming that this is true, is it reasonable to expect that serv ...

Discusses `service' brands (e.g. in retailer, leisure or travel markets). What makes service brands different is that they depend on building up contact and rapport with the consumer. Many, especially ...

In less than a decade, a series of rapid and radical changes in legislation have led to structural and competitive changes in the market for eye care. In the short period between 1984-9 the ban on adv ...

This paper details the results of an empirical study into the role of marketing in consulting engineering service firms in the UK. These data indicate that the marketing function is generally accepted ...

Following the relaxation of regulations concerning the use of many forms of marketing communications activity in a large number of professions beginning in the USA in 1977 and reaching the UK in 1984, ...