What Do You Do with a High Quality No-Profile Company?

Article Abstract:

Cambro Manufacturing Company markets to the food service industry. Its product line includes fiberglass trays, plastic storage containers and permanent plastic dinnerware. Cambro faced a problem of serving a growth market when the company had not grown. Marketing research revealed that the main product attribute desired by customers was durability. Cambro's new advertising agency, Dawson-Norton, Inc., illustrated how market penetration could increase market share contributing to company growth. The new advertising campaign employed a durability theme. The final results for Cambro were increases in awareness, usage, production capacity and profitability.

Research, Products

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The 100 Leading Business-To-Business Advertisers

Article Abstract:

The 100 top business/industrial advertisers are profiled by advertising spending by market, respective advertising expenditures, and individual company profiles. A summary of events for each company in 1983 is presented, as is a forecast for 1984. The leading business print advertiser was American Telephone and Telegraph Co. The largest gains in advertising were made by high technology marketers and financial service vendors.

Finance

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Phone-a Loan Rings up New Business Downunder

Article Abstract:

National Westminister Finance of the National Westminister Bank Group had to increase its market share under the handicap of a changed trading name. Its Australian advertising agency was Buchanan, Bullpit and Grey. The market was personal loans. The agency developed Natwest Phone-a-Loan, a loan service conducted over the telephone. The innovative approach was complemented with an innovative advertising campaign.

Telemarketing

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