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Marketing

Articles from March 14

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Britvic Ad attempts to spearhead community initiatives but ultimately lacks impact When I watch this Britvic ad, I can't quite work out whether it is intended...
A Marketing Promotion: Brands Face the Attribution Challenge
A fragmented digital space presents a valuable attribution challenge. Here, leading marketers discuss a fascinating and vital subject. Digital is heralded by marketers for its measurability, with last-click attribution at the heart of their tool-kit....
Battle of the Patents
The plethora of patent-related court cases between major technology brands is the result of a high-stakes strategic marketing conflict, writes Stuart Derrick Marketers might be forgiven for reaching for Patent Law 101 books of late as a growing...
Brand Barometer
A fair few companies have sprung up offering brands the chance to buy fans or followers for social platforms. I'm surprised there is a market for this given that using 'likes' and followers as a measure of success is viewed with caution. While I've...
Brand Manager of the Week: Alex Balzaretti, Project Director London 2012, Hornby
- Describe yourself in three words. Starter, finisher, mum. - What would you be if you weren't a brand manager? A primary school teacher. - When was your finest hour? Receiving the call from LOCOG to say Hornby had been granted rights...
Coca-Cola Eyes Olympic Velodrome Naming Rights
Authorities prepare to roll out post-Games branding opportunities push for Olympic Park venue. Coca-Cola is aiming to capitalise on its sponsorship of London 2012 by acquiring the post-Games naming rights to the Olympic Park velodrome. The move...
Food Retail
Consumers are continuing to cut back in the aftermath of the recession as each of the big four supermarkets adopts a marketing strategy of providing low-cost, quality goods. MAIN PLAYERS David Wood, Marketing director, Tesco Wood has recently...
Guru
The idea that a company can cut marketing staff and use the money to run more campaigns is gaining traction, writes Will Harris, even though it should strike fear in the heart of any chief executive. Q. My chief executive has been reading about...
Marketing Special Report: Vouchers and Gift Cards - 10 Trends in Vouchers
In a world dominated by digital, consumers and employees expect to receive rewards from major brands quickly. Jamie Alexander examines just how companies are responding to this demand. In these days of instant gratification, consumers and staff...
Opinion
The success of an idea whereby two students 'sell' their faces to companies demonstrates some important branding lessons. Last week, the Ernst & Young logo was splashed proudly across the top half of a Sunday Times page - perfect media targeting....
Profile Builder: Who Google Thinks You Are ... Phil Smith, Commercial Director, Thames Diamond Jubilee Pageant
- The first, third and fourth links are to stories about Smith's appointment at the Thames Diamond Jubilee Pageant. - The second is to the schedule of the 2012 Royal Windsor Horse Show - home of the Pageant. Verdict This is a limited profile....
Shift
We may be living in the much-heralded 'age of mobile', but brands need to recognise that consumers have become cocooned in their own mobile worlds, writes Nicola Clark. As someone who suffers from a lack of any sense of direction, I have developed...
Staedtler
The German brand has blazed a trail in the design of writing and drawing instruments for more than 170 years. Staedtler products are as at home on children's school desks as professionals' drawing boards. The range provides a sweet-shop-like selection...
SXSW Interactive 2012 Special: Location and Shar Ing Rule at SXSW
More than 20,000 digital and agency creatives and brand marketers flocked to SXSW Interactive. Sarah Shearman reports from Austin, Texas. FIVE HOT TOPICS AT SXSW SXSW Interactive, an annual five-day 'pop-up' festival in Austin, Texas, hosted...
Tech
The spread of in-car technology, particularly GPS-powered maps, offers an array of opportunities for brands. Eric Bader outlines some important considerations for marketers looking to capitalise. A highlight of the Mobile World Congress last month...
The Marketing Interview: Mariano Dima
Visa Europe's chief marketer wants its Olympics tie-up to do more than raise awareness: he hopes it will change our behaviour, too, writes Alex Brownsell. Mariano Dima's mind is not fully on the job the day Marketing meets him It may be less than...
The Marketing Society Forum: Should Brands Build Marketing Functions to Focus on Facebook?
Facebook has called on brands to reorganise their marketing around social media. NO - Mobbie Nazir Head of digital strategy, JWT There is no 'one size fits all' model. Brands need to cut through the hype to define the value that Facebook can...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Dulux targets emotions Dulux is focusing on consumers' emotional connection with painting and home decoration, in what the brand claims is its...
Transparently Green
While brands are becoming increasingly transparent about their environmental credentials, uncertainty remains as to whether 'green' is a selling point in a downturn, writes Elisabeth Jeffries. A funny coincidence occurred just as the global financial...
Ultimo
The lingerie brand is looking to extend into new markets starting with skincare, writes Kim Benjamin. Ultimo, the designer lingerie range created by former model Michelle Mone, has been courting the press with racy images of its celebrity brand...
We'll Call You: Transport for London
The Olympics will have a big impact on London's roads, not least due to dedicated Games Lanes and other restrictions. What will it mean for Mole's commute? TfL: Hello, can I help you? Mktg: Yes, I have concerns about the road network during the...