Cases
Chapter 1: Introduction to Marketing Communications |
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| Opening Case Study | Stella Artois: Reassuringly Expensive Wife Beater? | |
| Closing Case Study | Cadburys: The Joy of the Gorilla and the Chocolate Factory | |
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| Opening Case Study | Apple Macintosh: Hello, Im a Mac | |
| Closing Case Study | Microsoft Windows: Life Without Walls: Microsofts Multimedia Fight Back Goes Right to theCore of Apples Story | |
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| Opening Case Study | Ugg Boots: From Farm Footwear to Fashion Icon, How We Have Learned to Love the Uggly Booty | |
| Closing Case Study | Australian Tourist Board: Destination Australia: Cultures up in the Air Down Under | |
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| Opening Case Study | Kelloggs Special K: Kelloggs on the Ball for Slimmer Summer Self-Confidence and Soaring Sales | |
| Closing Case Study | Sky TV: The Skys the Limit for Top Set-Top Box | |
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| Opening Case Study | LEGO: Rebuilding the LEGO Legend Brick by Brick | |
| Closing Case Study | Zara: Fast Fashion Formula Finds Gap in the Market | |
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| Opening Case Study | British Telecom: BTs the Best B2B 24/7 IT Brand to Beat SME Gremlins | |
| Closing Case Study | Nintendo Wii: Wii are Family: Gaming for Non-Gamers is the Name of the Game | |
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| Opening Case Study | Diesel: Is Green the New Black? I care, therefore I am | |
| Closing Case Study | Green & Blacks: Is Green & Blacks the New Chocolate? Telling a Complete Brand Narrative | |
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| Opening Case Study | Isklar: Pure Glacier. Pure Branding | |
| Closing Case Study | Levis Jeans: Focusing on the Legend gives Legs to the Levis Brand | |
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| Opening Case Study | Harley-Davidson: Born to be Wild: Zen and the Art of Brand Maintenance | |
| Closing Case Study | Ben & Jerrys: All We are Saying is Give Peace, Love and Ice Cream a Chance | |
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| Opening Case Study | Mini Cooper: A Continuing Story or a New Little Mini Adventure? | |
| Closing Case Study | Charity Brands: Advertising Amnesty, Branding Barnardo's: Cause or Creativity? | |
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| Opening Case Study | Marks & Spencer: Not Just Advertising Strategy. Marks & Spencer Advertising Strategy | |
| Closing Case Study | Red Bull: Austrian Thai Myth Creates a Global Hit with Red Bull Buzz | |
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| Opening Case Study | Skoda: Ha!, Aha! and Ah! Creativity in Advertising is a Piece of Cake! | |
| Closing Case Study | Heineken: Heineken Know the Signs that Giving Yourself a Good Name Refreshes the Parts Others Cannot Reach | |
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| Opening Case Study | Burger King: Burger Kings Crowning Glory: A Whopper of a Viral Conversation | |
| Closing Case Study | Barack Obama: BlackBerry and the Social Pulpit Deconstructing Barack Obamas Use of Social Media | |
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| Opening Case Study | H&M: In-Store Chaos and Out-of-Store Buzz as H&M Take the Catwalk to the Sidewalk | |
| Closing Case Study | Beijing Olympics: One World One Dream: One Great Sponsoring Opportunity | |
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| Opening Case Study | Radiohead: Somewhere Over the Rainbows. Dont Hail to the Thief as Free Downloaders become Freeloaders |
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| Closing Case Study | Becks: You Can Lead a Man to Culture, but Can You Make Him Drink? | |
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| Opening Case Study | Volvo: Life is Better Lived Together. Safety in Numbers or How Volvo Used the Net to Escape the Cage | |
| Closing Case Study | SMS: The Joy of Text Its Not Just Words That Count | |
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| Opening Case Study | Ford: Evaluating the Right Vehicle for Fords Success | |
| Closing Case Study | Australian White Ribbon Campaign: The Ethics of Hitting the Wrong Targets with Pro-Social Advertising | |