Marketing

Articles from January 25

All Power to the Marketer
British marketers have lost the inititative and will to lead, argues Andrew Seth. Now is the time for a counter-attack It was Burke who said: "He that wrestles with us, strengthens our nerves and sharpens our skill. Our antagonist is our helper." The...
A Loss of Nerve That Hits Profit
It's gratifying to see that our campaign to get marketing out of the marketing department and onto the shop floor has struck a chord (see letters page). Since we raised the issue last week, we've talked to many marketers, both clients and agency staff,...
Answers to Anxiety
Special Marketing research shows less of a basis for client-bureau battles than might be expected, writes Ken Gofton Revelations last year about the high number of calls that can be lost in DRTV campaigns led to apublic row between the client and telebureau...
A Premium Campaign
Direct phone insurance may have lost its initial shock value but the launch of 'help' shows that imagination and effort can make a service stand out, writes Robert Dwek The coupling of the words 'insurance' and 'direct' no longer produces the magical...
Calls in the Wilderness
Too many responses are lost as a result of poor preparation. Ken Gofton looks at how both telebureaux and media buyers can work together to their mutual benefit Over the next couple of months, the focus in the DRTV debate is going to shift to improving...
Closing in on the Right Target
Direct response advertising has come of age. And the companies that were the first in their sector to try it are reaping the benefits When Amstrad's Viglen Computers hit TV screens in November last year with its first direct response ad it was, says...
Esso Bares Teeth for Battle
Esso has killed off its Tiger Tokens in favour of Pricewatch, which promises to match local prices at 2,100 outlets. But rival Shell and supermarkets are ready for the fight. What forces a retailer to abandon a long-standing and apparently successful...
Fast Food Gets Mixed Reactions
PepsiCo has started trialling a combination of KFC and Pizza Hut products within a single site. If successful, it could set a trend in the competitive fast-food sector. But could it also confuse existing brand messages. Fast-food restaurants are now...
Growing Up Can Be Painful
Rapid expansion in the DRTV sector is leading to some conflict. Price worries and even rationing of airtime are hitting an industry still developing its rules The world of direct-response television is creaking. There is a lot at stake, so tensions...
Is the Spirits Sector Acting Too Soberly?
When the 40-year television ban on spirits advertising was scrapped last summer, dire warnings followed. One belief was that the influx of spirit brands onto television could lead to a backlash in which all alcohol advertising might be banned from the...
Launch Procedures
PR on the Net can provide a cost-effective means of promoting a new product without huge investment, writes Harriot Lane Fox If people go, "Er, what?" when they hear about your product, if you can't sum up its USP in 15 words or less, if advertising...
Learning a New Language
Hugo Drayton knows the challenges facing The Daily Telegraph all too well. A few months before applying for the job of marketing manager, and at the time a disillusioned reader of the Independent, he switched to reading The Daily Telegraph - a paper...
Searching for Volume Sales
Following the end of the Net Book Agreement, booksellers now face added pressures from the sharp discounting of the large chains and supermarkets and will have to adapt. Anyone who expected the end of the Net Book Agreement to give an instant lift to...
Sky TV Has Limits for Sporting Advertisers
Last Saturday the Five Nations rugby tournament kicked off, with England losing out to France in their opening game in Paris. The match was watched live on BBC1 by an audience of about five million viewers. But if Rupert Murdoch has his way, anyone...
Time to Harness the Richness of British Designers
An all-too-familiar tale reported in the Observer. "William Johnson is a rare animal, an inventor whose invention not only works, but has been bought and is likely to make him extremely wealthy. He is also an unhappy man. Mr Johnson has invented a slim,...
Time to Stake a Claim in the Gold Rush of Licences
Some people, quite inexplicably, have the ability to make huge amounts of money without even trying. They can see that dreaming up a little helicopter and calling it Budgie can produce serious potatoes or that HTV was not going to go bust when its shares...
Untangling the Web
The rapid growth of the Internet offers enormous potential if handled carefully. Robert Grey reports on the key role that PR expertise can play Despite unresolved problems about access speed and security, use of the Internet continues to grow at an...
Walkers Resurrects Copycat Brands War
The first that Walkers Snack Foods knew about the lookalike design from Bensons Crisps was when disgruntled Walkers crisps customers telephoned to complain they had bought the wrong brand by mistake. Bensons' new look, launched last October, was designed...
Will Cott Strike Gold with Cola?
Cott Europe is hoping to boost profits with its alcoholic cola, Barker's Liquid Gold, but the company must overcome public opposition and at least two rival brands before it opens up a rich seam. Cott Europe, the firm that shook up the cola market by...
Words Come Too Easy but Acting on Them Doesn't
When the business history of our times is written, if anyone can be bothered, a good title would be The Era of Quack Nostrums. Benchmarking, downsizing, right-sizing, re-engineering, JIT, TQM: buzzwords and initials are coined as fast as business theorists...
Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.