Getting Back to Brands

Article Abstract:

Brand name product manufacturers have been able to counter the threat posed by generics through the development of successful marketing strategies. They are defending their market share by improving their product's quality, coming up with new innovations, and improving brand identification through advertising. Marketing strategies for making brands more competitive are suggested. Some of these include enhancing quality differences, running advertising campaigns that are up-to-date and focused, and paying attention to product sizes and packaging. Market research should be used to protect profit margins.

Brand name products, Brand names

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A Fair Job of Marketing

Article Abstract:

Louisiana World Exposition Inc., the developers of the 1984 New Orleans World's Fair, organized a marketing concept to attract corporate sponsors to the World's Fair. A massive newspaper and radio campaign was launched last summer and fall which resulted in hundreds of requests from potential sponsors. Chrysler Corporation is one of the largest contributors. It has used the World's Fair as the kick-off to its sixtieth birthday celebration, to preview of its 1985 models, as well as to improve its Southern exposure. The World's Fair is seen by most companies as a prime marketing tool.

Advertising campaigns

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Greyhound Is Back in the Race

Article Abstract:

Greyhound's marketing efforts to regain customers lost during its recent strike are discussed. These efforts include a series of ads that began running on December 16, 1983, four days before striking workers voted to return to work. The company had planned a post strike advertising strategy during the first days of the strike. The company's strategy that had caused the strike is discussed. Recent changes the company has made to remain competitive include cutting charter prices, taking a brand management approach to marketing, and upgrading bus terminals are discussed.

Transportation

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