Subject Index
 

This case study is an edited version of the winning submission for the Marks & Spencer campaign in the 2006 IPA Advertising Effectiveness Awards. The case history is exemplary as an example of how to ...

In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yo ...

With more than 860 stores and sales of $20.4 billion, Minneapolis, Minnesota-based Target in 1998 pursued a broad-based advertising and marketing effort designed to further an upscale image and brin ...

In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly d ...

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated th ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1% ag ...

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide. The effect was to more than double the 20% promp ...

Campaign for Harvey Nichols, in fashion magazines, based on distinctive idea that the store is `heaven for fashion addicts'. The `dark side' of fashion is that it is an addiction, but one that pervers ...

Campaign 1998-2002 to transform and update image of Debenhams. Solution identified brand strengths and `re-engineered' them to fit new trends. New positioning: build on the accessibility of Debenhams ...

This article describes how Sears, the US retailer, approaches its multicultural marketing, especially that directed at the Hispanic market. A fully integrated plan involving advertising, direct mail, ...

In January 1993, Sears decided to restructure its business, concentrating on their target customers - which research showed to be the woman of the family - and making their stores the most compelling ...

1994 campaign for Marks & Spencer new collection of men's underwear. Small budget in `style leader' monthly magazines produced immediate uplift in volume. Extra turnover judged due to advertising made ...