Marketing

Articles from February 17

Advertisers Bemoan Lack of Choice for Men
Advertisers have warned that the falling circulation could mean men's magazines cease to be a bedrock of male-oriented media schedules. Most paid-for titles suffered a year-on-year drop in circulation, although some are attempting to win back advertisers...
Adwatch 17.02.10: Moneysupermarket
This ad may be memorable but it misses a trick when it comes to optimising search. Advertising comparison websites? Simples. Two years ago, comparethemarket.com changed the face of advertising in this category by bringing Aleksandr Orlov to our...
Andrew Walmsley on Digital: The Application of Sense
Advertisers investing in the development of branded apps should not bypass the basics of planning. When Zachary Taylor, 12th president of the US, was campaigning for election, he established a practice that became so widely adopted among politicians...
Brands Urged to Boost Focus on Monthly Mags
Brand owners should refocus their attention on the older end of the women's market where ABC1 consumers are poised to spend their way out of the recession, according to experts. The latest ABC figures reflect confidence returning to the upper end...
Buckfast Tonic Wine
Associations with crime and alcohol abuse have led to calls for it to be banned. While the mention of Buckfast Tonic Wine is likely to elicit blank looks in England, on the other side of Hadrian's Wall it has a very high profile, albeit not for...
Do as We Say, Not as We Do
Media owners have been telling brands to spend through the recession, while taking the axe to their own budgets so why should marketers listen, asks David Benady. Commercial broadcasters and newspapers never tire of urging brands to invest in advertising...
Editor's Comment: Personalisation vs Privacy
Getting the right ads in front of the right people at the right time has always been a complex and uncertain business. Now, however, brands could be one step closer, thanks to the launch of social networking site Google Buzz. Buzz, which allows...
Eurostar Plots Mag to Boost Customer Loyalty
Eurostar is to launch a monthly magazine in the wake of a series of damaging high-profile train breakdowns that took place around the Christmas period. The title is part of the operator's strategy to repair its tarnished reputation, publicise its...
Food Industry Slams EU Organic Logo Regulation
Branding experts and industry figures have hit out at an EU logo that will have to be displayed on all pre-packaged organic food and drink products from July. The leaf-shaped design, which was unveiled last week, was chosen following a competition...
Foursquare Set to Rocket
Burgeoning success hints at the potential of mobile location-based marketing. Ever fancied being mayor of your town? Now you can - at least virtually - through Foursquare, the mobile social networking service that is building momentum among brands...
Gladrags to Riches
Low-price, fast-turnover clothing retailers are enjoying a sustained surge in popularity as a result of the downturn, writes Jane Bainbridge. In times of recession there is a plentiful stream of stories covering businesses suffering sales slumps...
Google Rolls out Ad Plan for Buzz Social Network
Google is approaching brands to run personalised ads around Buzz, the social network it has launched to rival Facebook and Twitter. The commercial model for Buzz is based on the ad system it uses for Gmail. This works by detecting the subject matter...
Jeremy Lee on Media: The Real Power of Spending
The latest focus on COI adspend has serious implications for brands, media owners and agencies. The political football that is the COI was once again in the headlines over the weekend. This time it followed the BBC's use of a Freedom of Information...
Marketer in the News: Simon Clift, Unilever
- Why is Simon Clift in the news? After almost three decades with Unilever, during which time he has become one of the world's most influential marketers, Clift has decided to retire. The company's first chief marketing officer, who was ranked...
Marketing Mole: We'll Call You - Iceland
We want to be the poster-Mole for the food retailer, but what will it take for the judges to choose us to follow in the footsteps of Coleen Nolan and Kerry Katona? Iceland Good morning, Iceland customer care, (name) speaking. How can I help? ...
Marketing Mole: Who Does Google Think You Are?
Keith Moor, Director of brand and communications, Santander. - The first result is a Wikipedia page for Keith L. Moore, emeritus professor in anatomy and associate dean for the Faculty of Medicine at the University of Toronto. - The next is for...
Mark Ritson on Branding: A Statistical Imbalance
The Guardian's diatribe against Tesco and Asda is based on a partial reading of the available data. Last weekend The Guardian launched another of its attacks on British supermarkets, accusing both Tesco and Asda of aggressive and unfair pricing...
Opinion: The Marketing Society Forum - Is It Right to Stop Brands Using Change4Life Imagery On-Pack?
Last week the Department of Health confirmed that it would not be proceeding with plans to allow brand owners to feature the anti-obesity campaign logo on packaging for their products. NO - MARK FAWCETT, CHIEF EXECUTIVE, NATIONAL SCHOOLS PARTNERSHIP...
Profile: Cementing the Partnership
Craig Inglis, director of marketing at John Lewis, is keen to build on the success of his first Christmas campaign. Interview by Joe Thomas. When a brand - or a marketer - lets the television cameras in, there is a risk that the results may not...
Special Report: Experiential - from Live to LOUD
Brand experiences can provide an entertaining distraction but they are limited in the number of people they reach. Now marketers are turning to digital to amplify live events and tap into a mass audience, writes Robert McLuhan. Social media is...
Special Report: Experiential - the Personal Touch
Experiential marketing is all about people so if your brand ambassadors are not up for it, the campaign will fall flat. Richard Abbott asks the experts how they find the best team for the job. Successful experiential campaigns tend to have a few...
The Week in Marketing
- BA in Telegraph tie British Airways is targeting UK expatriates by becoming headline sponsor of The Telegraph weekly world edition's Best of British Awards. The awards aim to find the top-rated British venues outside the UK Nominations opened...
The Week Leads Rise of 'Decision-Maker' Titles
Marketers targeting affluent decision-makers can expect their press ads to reach more of them as several key magazines aimed at the AB demographic posted circulation rises. The Economist, The Week and Private Eye all grew their circulation year...
US to UK Adapter
Best Buy is taking its time opening stores in this country, but with good reason, writes Peter Mowat. That US electricals retailer Best Buy has at least considered resurrecting the defunct UK retail brand name Rumbelows (Marketing, 10 February)...
What It's Really like Inside: Save the Children
- How does the team come up with fresh marketing ideas? We are always looking at new trends and researching what other brands are doing. Everyone can put forward their ideas, however off-the-wall, and we develop fresh ideas that work from here....