Magazine article Marketing

Yellow Pages' Heart-Rending Yarns Leaves Thomson Behind

Magazine article Marketing

Yellow Pages' Heart-Rending Yarns Leaves Thomson Behind

Article excerpt

Both major detergent manufacturers are seeking to create a market for colour protecting washing powder. Does this mean that the idiosyncrasies of the British clothes washing market are finally coming to an end and we are aligning ourselves with continental Europe at last? They've had products such as Ariel Colour Powder (63% in our chart) for years. They've also had in Southern Europe much more intense levels of sun-bleaching rays bearing down on their clothes. It could be argued that Ariel Colour Powder is getting us ready for our long, hot summers under the greenhouse effect.

Yellow Pages has been touching our heartstrings over the past few years with a series of commercials designed to take its image away from emergencies and plumbers. Then it launched Talking Pages with an hysterical commercial featuring an emergency and a plumber. Does it make sense? But at least Yellow Pages' awareness (58%) is well ahead of arch-rival Thomson Directory (42%) -- so, perhaps we should take our hats off to it. …

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