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.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
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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.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
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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.
Publication Name: Marketing & Media Decisions
Subject: Business
ISSN: 0195-4296
Year: 1984
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