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List of case studies
by Roddy Mullin
Promotional Marketing, 2nd Edition
Cover
Half-Title
Title
Copyright
Contents
List of figures
List of tables
List of briefs
List of case studies
Preface
PART I The context
1 Introduction: Promotional marketing in action…
2 Promotional marketing: How it fits into a business and its marketing purpose
3 The shopper/buyer
PART II So what can you do to promote your brand, your products, your business?
4 Why creativity is key
5 Essential support: Suppliers
6 Media and non-participative promotion: Communications with no promotional offer
7 Shopper/buyer-activated promotions
8 Active promotion: Brand experience, field marketing, sales face to face
9 Everywhere: Promotions
10 The five standard promotional offers
PART III Implementation
11 In-house activity in support of implementation
12 How to use and implement promotions
13 International promotions
14 Promotion and the law
15 Marketing accountability and promotional Insight
PART IV
Further information
Index
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Prev
Previous Chapter
List of briefs
Next
Next Chapter
Preface
Case studies
1
Only One Captain Morgan by RPM for Diageo
2
Integrated marketing by SPF15 for Superdrug
3
Integrated marketing at Kelloggs: ‘Wake up to Breakfast’
4
Integrated marketing at Nissan
5
Relish Rewards by TLC Marketing for Pallas Foods
6
B2B individual target promotion Be Brilliant! by S.A. for O2/Telefonika
7
Listerine’s whiter-than-white mailing to dentists
8
Unilever Pot Noodle Spinning Fork
9
Orchard Thieves launch by guns or knives for Heineken Ireland
10
Mazda’s Operation Renesis: Can you handle it?
11
Metropolitan Police target gun crime
12
Osram
13
Sheraton Securities
14
Ramada
15
Cherry Blossom
16
Shell’s ‘Make Money’
17
Eversheds
18
Rover Group
19
Giant Chip Fork by TLC Marketing for TLC Marketing
20
Butterkist
21
McCain
22
Carban Marketing for Discovery Foods
23
PIMS-SCA ‘£25,000 Santa Search Winner’
24
Kerrygold win a bag instantly
25
New Zealand Herald $25 camera offer
26
Golden Wonder ‘Crack the keycode’
27
The Art of Breakfast by Bray Leino Limited for Tefal
28
Discomfort Future by Sense London for The Economist
29
Cornetto Beyond the Screen by ID for Unilever
30
The Ad that Ran by Geometry Global for Intersport
31
CheltenHAM Festival of Micropig Racing by Space for Gala Coral Group
32
Unilever Peperami ‘Fanimal’
33
The Sony: Everyday Extraordinary by Haygarth for Sony Corporation
34
Anchor Baking Kits for Schools by whynot! for Arla Foods
35
Clarins Urban Oasis by Haygarth for Clarins UK
36
The Prism Store Launches by Pretty Green for PANDORA
37
Lucozade Sport – Bringing the World Cup Home by TRO for Suntory Limited
38
Dave’s Man Chair by Mediator for Burton
39
Launch of Breakfast Show by Mediator for Classic FM Global Radio
40
Off Guard gigs for Right Guard Henkel
41
MasterCard World Cup on-trade activity by Arc Worldwide
42
Agency Triangle Communications for Maxwell House
43
Agency Promotional Campaigns Group for Bovril
44
Schoolbags by Promotional Campaigns Group for Sainsbury’s
45
Rural Retreats by Small Budget Campaigns for Scrumpy Jack
46
Free Hotel Break by TLC Marketing for Continental
47
Tango
48
The
Sun156
49
Passport to the Millennium
50
Hoover – the classic!
51
NatWest/BT
52
Shell and Esso
53
Sellotape
54
Walkers Crisps Brit Trips
55
Kelloggs Zookeeper
56
Tesco
57
Gale’s Honey
58
Worcestershire sauce
59
Häagen-Dazs
60
SmithKline Beecham
61
Cono Sur: Official Wine of Le Tour de France by Grand Central Creative for Concha y Toro
62
Procter & Gamble
63
Clearblue One Step
64
Electrolux
65
Vileda’s Magical Mops by ZEAL Creative Limited for Freudenberg Household Products LP
66
Visit Scotland
67
Sarson’s
68
The Times
fantasy share game
69
Asda’s Instant Reward Cards
70
Worthington Cup final kick for £1 million
71
Cadbury’s Txt ‘n’ Win promotion
72
Smirnoff and Guinness by SMS Advertising for Diageo
73
Books by Triangle Communications for Faber & Faber
74
Hay Fever Survival by the Blue-Chip Marketing Consultancy for Kimberly-Clark
75
Zantac 75 by Promotional Campaigns Group
76
‘Measure Up’ message for Diabetes UK sponsored by Shredded Wheat
77
Music for Schools by Clarke Hooper for Jacob’s Club with the Continuity Company’s promotion for Co-op
78
Tony Stone Images
79
Umbro
80
Visible Vault
81
Boost Mobile $(Aus) 1 million prize promotion
82
Great Singapore Duck race
83
The Sun and Twilight, the movie
84
Sandisk and Argos
85
The
Express
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