Developing an international advertising strategy for Johnnie Walker red label
The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous Johnnie Walker striding figure, was re-evaluated. The entire research programme was set against a changing market structure and in the context of changing tastes and fashions as far as alcoholic drinks are concerned. The keynote of the research programme was not the here and now, but the future. To this end, anticipation was the driving force of it.
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