Marketing

Articles from March 7

75th Anniversary Issue: Birth of Marketing - the Way We Were
Marketing magazine first appeared as the profession began to emerge from the sales department and the UK struggled through the Great Depression. Claire Murphy looks at how marketers began to blaze a trail. The launch of Marketing in September 1931...
75th Anniversary Issue: Decades - We'd Have Had the Time of Our Lives
From the rise of the automobile in the 30s through the growth of Hollywood in the 50s and joys of Zippy and Bungle on Ice in the 70s to digital's explosion in the 90s, which decade do you most wish you had worked in? 1930s Mark Brickhill group...
75th Anniversary Issue: Disciplines - Brand Characters and Icons - Symbols of Success
The best brand characters represent a truth about their owner that elicits consumer buy-in, writes Robert Gray. Just a glimpse of George the Hofmeister bear, Tony the Tiger, Churchill the dog or the Honey Monster has been enough through the years...
75th Anniversary Issue: Disciplines - Broadcast - Giving Shape to Modern Culture
Prophesies of destroying civilisation barely slowed the cultural domination or magnetism of TV. Before ITV launched in 1955, novelist Charles Morgan warned that handing television over 'to cynical money-makers is to imperil civilisation'. When...
75th Anniversary Issue: Disciplines - Customer Publishing - More Than a Good Read
No longer the preserve of the business-class set, customer magazines are a key engagement tool. Until the launch 30 years ago of High Life magazine for BEA, a forerunner of British Airways, the customer publishing industry had focused on branded...
75th Anniversary Issue: Disciplines - Digital - Boom, Bust, Booming Again
In the 13 years since banner ads first appeared, digital has become a sophisticated discipline. Although Tim Berners-Lee had been developing his idea of a World Wide Web since 1980, it wasn't until 1995-96 that the world started to recognise its...
75th Anniversary Issue: Disciplines - Direct Marketing - Targeted, Personal, Effective
A medium developed by mail-order retailers in the 1900s now delivers sales worth over pounds 100bn. The early history of direct marketing in the UK was shaped by the Northern mail-order and catalogue-shopping businesses such as Great Universal Stores...
75th Anniversary Issue: Disciplines - Outdoor and Print - Making It Big
From aiding the Allied war effort to selling bras, posters have had great impact over the years, writes James Curtis. The outbreak of war in 1939 saw posters play a crucial role in keeping the public informed, with the government spending pounds...
75th Anniversary Issue: Disciplines - Sponsorship - from Patronage to Leveraged
Sponsorship has existed since ancient times, but only recently have brands moved in on the scene. Sponsorship was born out of philanthropy and patronage. In ancient Greece, Athenians paid to sit close to the Chorus; in Renaissance Italy, great art...
75th Anniversary Issue: Editorial - Marketing: Past, Present and Future
Marketers are by their nature preoccupied with understanding the present and predicting the future, but in this week's issue, we unashamedly take a look back, to mark the magazine's 75th anniversary We hope that you will find this retrospective of...
75th Anniversary Issue: Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. STRIKING GIFTS Q: We are appearing at a telecoms exhibition and want to give away goody bags that contain some unusual...
75th Anniversary Issue: Marketing Careers - A Maturing Discipline
Marketers rode a tide of consumerism in the 50s to carve a distinct niche as a consumer-focused force separate from the sales function. In July 1961 Marketing published a feature entitled, simply, 'What is marketing?' For a title already three decades...
75th Anniversary Issue: Marketing Moments - 75 Biggest Marketing Moments
From the launch of the COI in the 40s to the first TV ad in the 50s, McDonald's arrival in the 70s and Benetton's shock campaign of the 90s, Gemma Charles and Joanna Bowery chart the marketing-related events that defined their era. 1930s 1939:...
75th Anniversary Issue: Media Timeline - from Logie Baird to London Freesheets
1930s 1933: The union-backed Daily Herald becomes the world's bestselling popular daily, with net sales of 2m. 1936: The first British television channel is launched by the BBC. The service uses John Logie Baird's 30-line system, which is criticised...
75th Anniversary Issue: Now and Then - Changing Times, Lasting Truths
Consumer tastes, technology and media channels have all changed almost beyond recognition since the 30s, but the industry's core principles have remained remarkably constant. Six industry figures look back at defining features from the past 75 years....
75th Anniversary Issue: Opinion - Marketing Makes Things Happen
I'm not sure whether I can claim any sort of training in marketing, but I think I have a degree of experience. In the late-40s, I sold the combined services of two friends and myself to my father, for the then-equivalent of 25p an hour, to clear the...
75th Anniversary Issue: Quotes - Words of Wisdom
For 75 years, Marketing has given leading figures a voice to air opinion on the state and direction of the industry. 'There are people in Great Britain who are rather mystified by references to marketing. There are some on the boards of important...
75th Anniversary Issue: Visible Difference
Great design is timeless, with many classic brand identities still resonant today. Mary Cowlett reports. Transport a housewife from the 30s to a supermarket today and she might be baffled by bar codes and regulatory information. Many of the names...