Agency: Ted Bates | Author: Bernard Walsh |
DHL Worldwide Couriers: How Advertising Helped Build a Market and Create a Dominant Leader
What makes the DHL advertising effectiveness case history so interesting isthat in several ways it is markedly different from more traditional product categories.
Surprisingly for a business-to-business service DHL has employed mass-market media since it was free to do so by the passing of the Postal & Telecommunications Act in 1981. Although not a unique media strategy for the business-to-business sector, DHL must be one of the few companies in this area where mass market media...