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Marketing Week: Shell starts up a new promotion
2 November 1984
Shell is starting another round of forecourt hostilities among the oil majors with its third promotion. Called Make Merry, it is launched on November 5. It will cost the company little short of £4m.
The new promotion, again devised by Don Marketing, is offering more than two million prizes, of Christmas food and wine, plus a number of £10,000 shopping sprees at Harrods as top prizes. Based on matching symbols on a scratch-card, it will last to the end of. December.
“My impression is the public has become rather blasé about these promotions,” says Philip Stein, head of public relation’s for the Motor Agents Association.
“There aren’t many people now who want a particular brand.
“However, I think Shell is out of sight compared to the others when it comes to marketing, and this theme is a very alluring compared to Mastermind, which was too complicated.
But Mike Beach, Shell’s manager retail advertising services, says: “People are far from tired with promotions, and this is quite a different one, especially as there are instant ‘prizes.”
So far this year, Shell is estimated to have spent about £12m on forecourt promotions, more than any of its competitors. But industry sources reckon the promotions have little impact on market share after 12, weeks from the beginning of the campaign, when share begins to erode.
Shell is advertising the campaign with a ten million leaflet drop and national press cover-age, but there will be no television promotion.
MARKETING WEEK 2 NOVEMBER 1984
Original Article
http://www.shellnews.net/PDFs/MarketingWeekMerry2Nov1984.pdf
This website and sisters royaldutchshellplc.com, shellnazihistory.com, royaldutchshell.website, johndonovan.website, and shellnews.net, are owned by John Donovan. There is also a Wikipedia segment.
Royal Dutch Shell conspired directly with Hitler, financed the Nazi Party, was anti-Semitic and sold out its own Dutch Jewish employees to the Nazis. Shell had a close relationship with the Nazis during and after the reign of Sir Henri Deterding, an ardent Nazi, and the founder and decades long leader of the Royal Dutch Shell Group. His burial ceremony, which had all the trappings of a state funeral, was held at his private estate in Mecklenburg, Germany. The spectacle (photographs below) included a funeral procession led by a horse drawn funeral hearse with senior Nazis officials and senior Royal Dutch Shell directors in attendance, Nazi salutes at the graveside, swastika banners on display and wreaths and personal tributes from Adolf Hitler and Reichsmarschall, Hermann Goring. Deterding was an honored associate and supporter of Hitler and a personal friend of Goring.
Deterding was the guest of Hitler during a four day summit meeting at Berchtesgaden. Sir Henri and Hitler both had ambitions on Russian oil fields. Only an honored personal guest would be rewarded with a private four day meeting at Hitler’s mountain top retreat.
IN JULY 2007, MR BILL CAMPBELL (ABOVE, A RETIRED GROUP AUDITOR OF SHELL INTERNATIONAL SENT AN EMAIL TO EVERY UK MP AND MEMBER OF THE HOUSE OF LORDS: 
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A head-cut image of Alfred Donovan (now deceased) appears courtesy of The Wall Street Journal.
