Agency: Gold Greenlees Trott Authors: Gill Smith, Paul Jackson and Tim North

How Advertising put the Tosh into Toshiba


INTRODUCTION

This paper demonstrates how advertising has helped Toshiba to increase sales and brand share in the colour television and hi-fi markets. It covers the period from March 1984, when Gold Greenlees Trott was appointed, up to March 1986, when the latest data are available. During this time, there have been two periods of advertising, with different commercials running in each. The paper outlines the strategy behind the campaign and explains how the creative executions were refined after one year. However, the results of the two periods of the campaign are combined to enable the reader to observe more clearly the development of trends.

BUSINESS BACKGROUND

Toshiba - the company