How Advertising Helped Mazda (UK) to Sell a More Profitable Model Mix

Alan Cooper and Brian Cook

1985-6 campaign for Mazda (UK). Problem of over- capacity in the market and urgent need for client to increase revenue from fixed volume (because of exchange rate problems).
Agency: Gold Greenlees TrottAuthors: Alan Cooper and Brian Cook

How Advertising Helped Mazda (UK) to Sell a More Profitable Model Mix

INTRODUCTION

The purpose of this paper is to demonstrate how advertising has contributed to the business success of Mazda cars in the United Kingdom. It will encompass the particular problems that Mazda faces in the United Kingdom:

  • The development of a business strategy to counter those problems.
  • The identification of the role for advertising.
  • Case histories demonstrating the effectiveness of ...

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