Marketing

Articles from March 5

Can Guinness Keep Ahead?
Steve Langan's new job selling Guiness to the Irish sounds like a breeze. But it means walking a tightrope between offending traditionalists and winning over lager fans. It's hard to believe when he's sipping a cocktail on Copacabana Beach, but Steve...
Card Player
Paul Parmenter, marketing director of Barclaycard has two problems on his mind. Both involve large s urns of money and the performance of highly specialised teams dedicated to the success of their brand, but he has rather more control over one than the...
Integration Is No Longer the First Choice of Clients
Integration is of more benefit to the agency than the client. That, at least, is what one in three of the client marketers interviewed for this magazine seem to think. The cynical view of agency-side integration says that it's simply a way of reducing...
Mergers Squeeze Marketing
As another two insurance giants combine operations to cut costs, Patrick Barrett asks if merging is proving detrimental from a marketing standpoint? The merger of Commercial Union and General Accident will create the UK's second insurance megabrand,...
Not-So-Rich Pickings
The Pacific rim's economic troubles don't necessarily mean a bonanza of cheaper goods for UK sales promotion firms. For clients waiting for a dramatic fall in the price of promotional widgets or T-shirts from Asia, the bad news is that it isn't coming,...
One-Stop Shops Soiled
A few years ago the one-stop integrated agency was being trumpeted as the way forward for marketing. Is it still? Integrated agencies may have been hailed as the way forward in the early 90s, but is that what clients really want? There is a growing...
Opening the Door to Customer Intimacy
Getting close to your customers has quite rightly been identified as the major marketing issue of the moment. Open any marketing or business publication and you will read piece after piece arguing that customer closeness is not only the future of marketing,...
Packing a Real Punch
Sales promotions are ideal for temporarily hiking sales of cereals and soft drinks, but can they also be used strategically As long as there are promiscuous shoppers and kids who love to follow the latest craze, there will always be on-pack promotions....
Titles Dismiss Clutter Claim
As concern grows over the increasing number of ads magazines are carrying, Anne-Marie Crawford whether the problem is as serious as advertisers claim Advertising clutter in magazines is an emotive issue. At what point does the advertising cease to be...
Unbiased Studies Always Produce the Right Answer
One of the small mysteries of life that never cease to amaze is how consultancy groups asked to produce a completely independent study always come up with the 'right' answer. Whether the issue is fox hunting, an end to cigarette ads in newspapers or...
Where's the Threat to Freedom?
A worried ISBA claims advertisers' freedom of expression is being threatened by government 'meddling'. But do advertisers have real causes for concern? This week the Incorporated Society of British Advertisers (ISBA) holds its annual policy conference....
Why Acorn Is Branching Out
Acorn Computers is finally breaking free of its links with the old BBC Micro. Last week's appointment of Andy Mee at Acorn Computers as vice-president of marketing and business development signifies a change not only in the company's marketing activity,...
Why Kellogg Has Crossed the Thin Line
Kellogg's move to throw off its solid, homely image by running shock ads focusing on eating disorders could alienate many consumers. But there are good commercial reasons for taking such a risk. There are a few sure-fire ways of making your advertising...
Why So Much Bad Advertising Fails the Simple Test
"Tell young Drayton what happened when tha wife left thee. Alec" was a popular request in the Vaults at my parents' pub, The Sycamore Inn, Ashton-under-Lyne. Alec's lugubrious response - "She said she were going out just to get a loaf of bread, and I've...
Why We Ought to Shop around for New Ways to Buy
One of the most stressful aspects of a business trip to the US has to be finding yourself in one of those mega shopping malls with 40 minutes to buy every member of the family a present, including the cat. Shops in Britain still have much to learn from...
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