Marketing communication: principles and practice

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– when comparing 1998 with 1999, Toyota showed the largest increase in conversion of
showroom visitors into sales of any manufacturer.
•
Sales of the Yaris achieved 108 per cent of target in 1999 in the most competitive segment
in the car market.
•
In just eight months of sales activity, the Yaris was the eleventh bestselling car in the
supermini sector, making significant inroads against the established brands in this market.
Note
: 
a
A special thank you is extended to Eifion Jones for writing this case study. Eifion was Advertising
Manager, Toyota, at the time of writing

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Schultz, D. E., Tannenbaum, S. I. and Lauterborn, R. F. (1995) 
The Marketing
Paradigm: Integrated Marketing Communications
, Lincolnwood, IL: NTC Business
Books.
Yeshin, T. (1999) 
Integrated Marketing Communications: The Holistic Approach
,
Oxford: Butterworth-Heinemann.
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Man more often needs to be reminded rather than informed.
(Dr Samuel Johnson)
Advertising is fundamentally persuasion and persuasion
happens to be not a science, but an art.
(Bill Bernbach, Doyle Dane Bernbach agency)
Advertising draws a straight line from the manufacturer to
the consumer.
(‘Blue Book’ definition, J. Walter Thompson agency, 1909)
You can’t have good advertising for a bad product.
(Marcel Bleustein-Blanchet,
founder of the Publicis agency, France, 1926)
chapter 
four teen
ADVERTISING AS
COMMUNICATING