ABSTRACT
Wedgwood used a variety of techniques to target his consumers, including money-back guarantees, free delivery, almost every form of advertisement available (newspaper ads, posters, handbills), shop signs, auctions and give-away sales promotions. He organised public relations (PR) stunts to generate publicity and developed a classical, upmarket brand image for Wedgwood produce. He produced a copy of a Roman vase which became the focus of a PR roadshow for Wedgwood’s new “Jasperware” collection (Wernick 1991) and generated press coverage. He was at the centre of the classical revival, part of a nostalgia for a mythical, idyllic past. Wedgwood even called his modern mass production factory Etruria.
