Marketing A Theme Park
35 mins, 1998 This tells how Alton Towers launched Oblivion, the world’s first vertical drop roller-coaster. Alton Towers has been successful in pulling in families, but is losing its thrill-seeking customers. Marketing staff hope Oblivion will change all that. Much of their £5m marketing budget goes on a TV advert campaign for the new ride…. Read more »
The Marketing Mix At Häagen-Dazs
32 mins, 2001 Paying £4.50 for a tub of ice cream was once laughable. Yet within a year of the launch of its luxury “adult” ice cream in 1992, Haagen-Dazs had 19% of the non-impulse buy ice cream market. But now the firm faces problems. Initially its sexy adverts caused a sensation. But more recent… Read more »
Marketing Holidays
25 mins, 2001 How do you market a holiday? The starting point is the holiday brochure, backed up by TV and newspaper advertising. Public relations is important but getting exposure on holiday programmes is unreliable. 54% of holidays are sold through travel agents – but that share is dropping under pressure from call centres and… Read more »
Marketing A Hotel
25 mins, 2001 The Crown Hotel, Scarborough, used to cater for wealthy holiday makers, but with the decline of British seaside, the Crown fell on hard times. In 2000 it was up for sale and falling to pieces. Then came new hope. Local businessman Richard Frank set about restoring it to its former glory. He… Read more »
The Language Of Advertising
30 mins, 2001 How does advertising work? Using a wealth of classic and modern examples, from Gibbs SR and the Oxo family to the famous Prudential campaign, this film offers a unique insight into the creative side of commerce. HOW ADS ARE MADE: The film visit the trendy St Lukes advertising agency to discover how… Read more »
Behind The Adverts
30 mins, 2001 Everywhere we go we’re bombarded by signs and images. Many of these are adverts carefully designed to get us to part with our money. But what are they doing to us? What are they doing to the world? 1. A LITTLE BIT OF HISTORY: In Britain for a long time there simply… Read more »
The TV Advert
32 mins, 2000 How computer game heroine Lara Croft became the star of the Lucozade TV advert. Lucozade began life as a drink for sick people, but marketers hope Lara Croft will help change its image. The video follows the process of making the advert, from the brief to final production. A specialist media agency… Read more »
Marketing On The Web
28 mins, 2000 How are companies using the web to market their wares? This looks at two very different firms: giant bookseller, WH Smith Online, and specialist wine dealer, Madaboutwine. It’s estimated there is a website for everyone on the planet, so companies have to target who they want to visit them. A prime target… Read more »
Niche Marketing In Sportswear
35 mins, 1999 Facing the global giants like Nike and Reebok, British sportswear companies have to find niches to survive. This video looks at the approaches of two very different sportswear makers. Jacetts is a small company making customised sports shirts for local football clubs. Sponsorship is vital to their marketing approach. Sprayway, a much… Read more »
Marketing Decisions
33 mins, 1999 Three cases studies show fictional companies grappling with different marketing dilemmas. Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing – or rely on “word of mouth”? How can Tony Spence’s photocopier firm stop sales falling? Send salespeople further afield, do market… Read more »
Marketing A Service
33 mins, 1999 This video looks at the experience of three very different organisations: the AA, the Co-op Bank and Amnesty International. Service companies have no product – so they have to clearly identity their service: make it real. Successful companies need to know their customers. They must also give a consistent message – one… Read more »
The Marketing Mix At Cadbury’s
35 mins, 1998 The film tells how Cadbury launched a new chocolate bar called Fuse. We discover how the marketers locate a gap in the market, and then set about giving their new bar a “personality”- something to distinguish it from other products. Fuse benefits from the Cadbury name – the “masterbrand”. To launch the… Read more »