McVitie's Penguin — How Role Reversal led to a Reversal of Fortune
International Journal of Advertising and Marketing to Children
ISSN: 1464-6676
Article publication date: 1 January 1999
Abstract
This paper is the story of how new advertising can make a big difference to a brand's fortune. Targeted primarily at mothers it acknowledges the role of children in the purchase/consumption dynamic.
Keywords
Citation
Ellyatt, M. (1999), "McVitie's Penguin — How Role Reversal led to a Reversal of Fortune", International Journal of Advertising and Marketing to Children, Vol. 1 No. 1, pp. 43-53. https://doi.org/10.1108/eb027595
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited