Marketing

Articles from October 22

AIRC: The Way to End the Madness
The Government has asked all interested parties to contribute to the BBC Charter Review debate. In September the AIRC responded. Chairman Stewart Francis explains the basis of the arguments from independent radio's representative body. The first thing...
All about AMSO
Market research is a highly fragmented industry, with hundreds of suppliers -- many of them very small. Within this sector, the Association of Market Survey Organisations (AMSO) is the premier trade body. Its 27 member companies, some of them with several...
AMSO Preview
There are three distinct strands to this year's AMSO conference -- but all relate back, ultimately, to market research's contribution to bottom-line profitability. First, there's the broader picture: how well is UK industry doing in world markets, and...
Amstrad Notebook
The Amstrad Notebook Computer is a sleek black plastic unit the size of an A4 pad and weighs in at under a kilo. It professes to be a word processor, calculator, address book and alarm clock all rolled into one "idiot-proof" package. In fact so idiot-proof...
Assessing the Power of Service
The recession has dictated short-term marketing in the past two years, and as it lingers, it is important not to throw away the lessons of the 80s -- and indeed perhaps to re-learn some of them. How often have we heard people in supermarket queues sharing...
Atlantic Wants to Be Counted
Atlantic 252 is the black sheep of the commercial radio family, despite having research results which claim it is the UK's biggest independent station. Its outsider status stems from the fact that it is broadcast from the Irish Republic on a Dublin transmitter....
BBC Rethink Has IR Holding Its Breath
The commercial impact of new independent radio stations pales into insignificance when compared to the impact the BBC with 49% of listening has on the market. To coin a cliche, if the BBC sneezes, commercial radio catches a cold. In recent weeks the...
C5's Canadian Connection
Strait-laced Thames TV's link with an eccentric Canadian TV boss may seem a rather unholy alliance -- but it may pay off. Claire Beale went to Toronto to find out why Toronto's City TV cable channel encapsulates all that is not British television. Here,...
Chrysler Motors Back
Chrysler is back in the UK after 13 years. Its strategy is firmly niche-led US car giant Chrysler this week re-enters the UK after an absence of more than a decade. Two Jeep models will spearhead its return. Further long-term Chrysler launches will...
Clyde Secures Scottish Power Base
Glasgow-based Radio Clyde is a powerful player in UK commercial radio. In recent years it has built on its domination of the Scottish market through merger and acquisition. Most notably through the link-up with Edinburgh's Radio Forth in April 1991....
Data Puts Planning on the Map
Changes in research methodology have been mirrored by changes in radio planning systems. The impetus for change came after the 1991 radio conference. Historically, radio planning has been a forbidding prospect with severe difficulties attached to getting...
DHL Climbs Any Mountain to Get on the Air
Courier giant DHL's marketing strategy is co-ordinated at agency level by CIA Communications Management, a CIA Group subsidiary set up to give clients an independent overview of how best to balance all elements of the communication mix from PR to direct...
Does Classic Have the Clout to Claim National Advertising?
Classic FM, the UK's first national commercial radio station, launched on September 7. It has a critical part to play in persuading national advertisers that radio can be in their schedules. Its novelty has played a great part in generating publicity,...
Easy Melody Tunes into Grey Matter
Melody FM launched two years ago as part of the guinea-pig explosion in London radio. Its managing director, Sheila Porritt, says her easy-listening station has broken all the so-called golden rules of radio. It has been on the air two years now and,...
Equity Disagreement Threatens UK Gold
UK Gold -- the joint BBC and Thames Satellite Channel -- and up to 30% of the BBC's revenue base are in jeopardy following a dispute with actors' union Equity. Equity has served notice on its multi-media agreement with the BBC, which covers overseas...
In Quest of a Better Radio Ad
If there is one issue which makes even the most persuasive radio marketer throw his hands up in despair it's the way poor-quality radio ads can get anguished listeners reaching for the dial. One background difficulty, of course, is that every aspiring...
IRN2 Format Stays under Wraps
One of radio's most closely guarded secrets is the format of INR2 -- the UK's second national commercial radio station which will launch next March. A Virgin/TV-am consortium won the franchise after the highest bidder Independent National Broadcasting...
Is Apple Losing Its Byte?
Apple has been slashing prices while fighting off the Windows threat. Will Newton stop the rot? Early this month, Apple slashed prices on its whole range of products. The low-end Classic came down 24% to |pounds~525; the LC 4/40 with colour screen came...
Jazz FM Ends Its Soul Searching
Jazz FM launched in spring 1990. Following a rocky first two years which culminated in the station's insolvency, it now claims to have established both financial security and a coherent programming policy. Director of sales and marketing Katy Turner...
Marketers' Vital Role
David Hearn, managing director of KP Foods, challenges marketers to seize business leadership Very often in times like this you hear people complain, we've got tough times ahead. We can't afford the luxury of marketing. In the 80s high company growth...
McArthur Squares the Circle
Every good marketing strategy needs a catchphrase and the one buzzing the radio industry right now is the "circle of inactivity." RAB has concluded from its research that the negative attitude to radio as a medium derives from the way it is reinforced...
Nationwide's Legal to and Fro on Ads
Building society Nationwide's relationship with radio has been heavily influenced by changes in financial services legislation. The catalyst for action came in the late 80s when building societies were allowed to move in on product sectors traditionally...
On the Bottom Line
These are hard times for marketing services, from advertising to design, public relations to direct marketing, exhibitions to sales promotions. Making savings in the promotional budget is frequently the easiest cut, even though some would argue that...
Paying for Short-Term Promotions
I've been asked on several occasions over recent months by clients how best to resist the pressure from the retail trade for extra-fill of "four for the price of three" promotions. These are clients who understand that this type of offer does little...
Piccadilly: Back from the Brink
Manchester's Piccadilly Radio is part of the North-west radio conglomerate Trans World Communications whose financial performance in recent years has been something of a disaster. Piccadilly managing director Neil Jones, who came from Welsh sister station...
Rab and Its Mission to Persuade
It hasn't taken Radio Advertising Bureau (RAB) managing director Doug McArthur long to decide what commercial radio's problem is. A firm believer that most marketing problems are pretty simple really, he starts with the facts. Independent radio has...
Radio at the Crossroads: Can It Seize Its Big Opportunity?
Advertisers have been forced to reconsider their media strategies as the forces of recession and media fragmentation come crashing down on them. With the price of TV prohibitive for many clients, the minor media have staked their claims to marketing...
Radio: No Sob Story for Kleenex
In 1982 Kimberly-Clark found itself forced to experiment with radio after a dispute with the Scottish television contractors. At that time its brand-leading Kleenex For Men tissues had dominated every market in the UK for 25 years -- except for Scotland....
Sales Houses Take the Stand
Pat Falconer, MD of radio sales house IRS, argues that the industry has learnt from experience and that, at last, for stations and sales houses alike, the days of whine and woes could be over. Some of the criticisms that have been aimed at sales houses...
Sensitive Times for Radio's Regulator
The radio industry is regulated by the Radio Authority -- a body which was created by the Broadcasting Act 1990 and took up its responsibilities from the IBA in December 1990. Like any regulator the RA has to tread a fine line between being a purely...
Southern: The Urge to Merge
A typical example of the way radio has changed since the advent of the 1990s is the Southern Radio Group. The company's restructuring has gone right to the core of operations. It has raised the issue of how big or small you make your sales regions, how...
The Old Grey Ironing Board Test
'The ironing board test' is hardly a title to blow you off your chair with curiosity, but it inspires veneration throughout the radio industry. Ten years ago it was this bizarrely named test which proved to the industry's satisfaction that radio is...
The 'Other 98%' Is Now Accessible Says Metro
When Metro Radio Group acquired the Yorkshire Radio Network (YRN) two years ago it created one of the UK's largest radio operators -- stretching right across the North-east and Yorkshire to include major conurbation like Newcastle, Humberside, Bradford...
The Rating Game: RAJAR Offers Radio a Level Playing Field
Radio research has gone through its own quiet revolution this year. After a decade of delay it has finally caught up with developments in TV. The result will be better data for advertisers, but even more pressure on the radio industry to ensure it is...
TSB First to Use Domino Effect
This week a little bit of advertising history is due to be made as TSB becomes the first client to see a press ad "phoned" direct onto the page of a national newspaper. The historic event is due to take place in the Central London offices of the creative...
Wall Quits Granada for Meridian TV
Malcolm Wall, director of sales and marketing at Granada Television, is leaving to join Meridian Television, the new ITV licensee for the South and South-east from 1993. He takes over as deputy chief executive next week. "I'll be concentrating on ad...
Why Capital Radio Talks to Its Listeners
Capital Radio is commercial radio's clear market leader -- a fact that inspires both a grudging respect and an undercurrent of sour grapes. Despite increasing competition in the London marketplace from newcomers such as Jazz, Kiss, Melody and Choice,...
Why Commission May Yet Survive
Reports of the death of the commission fee have been greatly exaggerated. Why a 'crumbling' system may stay intact, by Mat Toor Kenneth Miles, director general of the Incorporated Society of British Advertisers (ISBA), breaks into a colourful analogy...
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