Marketing

Articles from August 18

Adwatch 18.08.10: Lynx
The deodorant brand's Top Gun spoof will be lost on its young target market. I love the Lynx effect. It transformed a humble deodorant with a rather unsubtle scent into the ultimate symbol of pulling power. I love it even though we all know it's...
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Andrew Walmsley on Digital: Choppy Waters of Search
The nature of search is evolving so rapidly that not even Google can afford to rest on its laurels. The tagline for Jaws 2 was 'Just when you thought it was safe to go back in the water'. In the film, the citizens of Amity Island learned that, having...
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A Slam Dunk for Brands
As the NBA comes to town, UK brands can use its US popularity to tap into new markets. Since the appointment of David Stern as NBA (National Basketball Association) Commis-sioner more than 25 years ago, the sporting body has gradually developed...
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Battle of the Cost-Cuts
Exactly how will the Army's RPP review affect its approach to marketing, asks Gemma Charles. A suitably secretive away-day three years ago marked one of the first occasions that a select group from the marketing services world was introduced to...
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Business Mags Lifted by Public Hunger for News
Brands targeting affluent readers have been boosted, as the upward trajectory of business and current affairs magazines shows no sign of abating. With the first half of 2010 dominated by the general election and a hunger for financial news, business...
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Don't Make a Promise You Can't Keep
Brands are quick to make them, but the growth of social media means that when pledges are broken the re is a greater risk of public recriminations by consumers who feel let down, writes Kim Benjamin. Making promises has long been the lynchpin of...
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Editor's Comment: Getting the Last Laugh
'Monkey Tennis', 'Arm-wrestling with Chas 'n' Dave' and 'Inner-City Sumo'. Fans of I'm Alan Partridge will remember these last-ditch programme ideas pitched to the BBC by Steve Coogan's character as he tried to salvage his TV career. Ironically,...
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Fighting Fit
Government healthy-living campaigns and the 2012 Olympics should help sustain growth in this sector, writes Jane Bainbridge. Despite the miserable performance of the England team at this summer's FIFA World Cup, it and other major events provide...
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Halfords
The retailer has plenty of excuses for its recent sales fall, but what about solutions, asks Jeremy Lee. Most companies trot out only a couple of excuses at most for poor sales, but Halfords reeled off a whole litany of reasons for its 2.9% drop...
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Helen Edwards on Branding: Ask Why before You Buy
Those eyeing up a brand acquisition need to answer several vital questions before leaping in with a bid. Now the economy is out of intensive care, brand acquisition activity is picking up again. Already this year Johnson & Johnson has flirted...
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Jeremy Lee on Media: Sporting Chance
The removal of Sky Sports News from Freeview may create a lucrative gap for another broadcaster. For the past 12 years, customers of UK barber shops have had to vie with Sky Sports News for the sole attention of those tending to their grooming needs....
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Marketing Mole: We'll Call You - Vauxhall
Mole thought Vauxhall's 'lifetime', 100,000-mile warranty sounded a bit odd and asked whether Kia's seven-year, 100,000-mile warranty made more sense. Vauxhall: Hi, this is Vauxhall. How can I help you? Mktg: I'm looking to buy a car and your...
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Marketing Mole: Who Does Google Think You Are? - David Pugh, Marketing and PR Director, Saab UK
- The first result takes us to David Pugh's LinkedIn page. - The second and third links push to video clips of the marketer on the website of Saab's parent group, GM. - Fourth is Pugh's Twitter account. - Finally, there is a push to a Marketing...
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Monthly Titles Hold Firm as 'Affordable Luxuries'
Advertisers have been warned that the apparent resilience in the circulation of major monthly magazines may not be sustained. According to the ABCs for the six months to June 2010, the titles appear to have benefited from the 'Lipstick Effect',...
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More Than Miles
Having blazed a trail by setting up successful loyalty schemes in the form of frequent flyer and Airmiles programmes, airlines have since fallen far behind other sectors, writes Suzy Bashford. The airline industry has been under greater pressure...
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Moving Up Homes and Interiors Magazines
- What's new in this sector? While the magazine publishing industry as a whole continues to find life tough, homes and interiors titles have recorded positive growth. IPC's Ideal Home has increased its average circulation to 205,659 copies per...
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M&S' Vitamin Water Comes under Fire
Marks & Spencer has been criticised by branding experts for launching a product bearing similarities to Coca-Cola's Glaceau Vitaminwater. The M&S 'Vitamin Water' drink is available in Orange & Passionfruit and Cranberry & Raspberry...
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Opinion: The Marketing Society Forum - Has the England Football Team's Brand Been Irrevocably Tarnished?
A dismal performance in the World Cup, booing fans, off-pitch scandals and another foreign manager falling well short of the hype Will a replacement brand sponsor be hard to come by? NO - TIM BARKEY, MARKETING CONSULTANT How many kicks can the...
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Positive Outlook
Amid mixed messages on the economy, big brands are still splashing out, writes Jennifer Whitehead. Despite being in the middle of the media 'silly season', there are precious few belly laughs to be found in the realm of financial news Indeed, the...
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Profile: Fanning the Olympic Flame
Nick Craggs, UK marketing director of Adidas, has a lot on his plate as the countdown to London 2012 begins. Interview by Mark Banham. With less than two years to go until the Olympic flame is lit in East London, Nick Craggs, UK marketing director...
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Sainsbury's Plans Ads to Extend Milk-Bag Use
Sainsbury's is rolling out a campaign to promote the launch of a milk bags range, as part of a wider drive to introduce sustainable practices. The supermarket chain is looking to educate consumers about the benefits of using the bags, which it hopes...
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The Week in Marketing
- Mercedes in 3D ad Mercedes has broadcast a 3D ad featuring former F1 star David Coulthard driving its SLS supercar at 162mph across the Isle of Man. The execution, which aired on Sky's 3D channel last Sunday, during coverage of a Premier League...
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What It's Really like Inside: LV=
- How does the team come up with fresh marketing ideas? We get together and chat about a topic in a 'no idea is a bad idea' environment. - What are the perks? Working for a forward-thinking company that sees beyond pounds and pence and wants...
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