Marketing

Articles from May 28

Advocating Payment by Results
In the current recession, clients are increasingly finding ad agencies' fees hard to justify. Not surprisingly, agencies are resisting the move to drive commission and fee rates down. Other solutions aimed at resolving this deadlock have been proferred...
Boxing Your Customers
It's eight o'clock at night and you are sitting back in your softest armchair after a long day at work. The phone rings. Suddenly you are bolt upright, making decisions that seem unnervingly important for the time of day. Your entire savings have just...
BSkyB Lashes EC's Push for D2-Mac
BSkyB has once again lashed out against EC attempts to establish a common television standard - but at the same time hints that it will introduce widescreen services in the next two years. Sky's director of public affairs Ray Gallagher last week launched...
Dedicated DIYers Set to Mature by 2000
The number of adults undertaking DIY has declined during the recession and is expected to fall to 64% in early 1993 compared with 68% of adults who carried out some DIYtask in 1990. From 1993 onwards Mintel expects the market to recover. Between...
Football's Pay-per-View Poser
ITV just can't lose gracefully. One minute Greg Dyke, LWT boss and chairman of ITV sport, is spreading the message that the loss of the Premier League isn't that bad really. The next minute he's crying foul about the bidding process and alleged...
Gateway Tries a New Tack
By Suzanne Bidlake Gateway is to pilot three new food retail formats in a tacit admission that the Gateway brand and its attempt to take Sainsbury and Tesco head-on are millstones around its neck. A discounter branded So-Lo, which could stretch...
Matters of Consumer Perception
When Citizens' Band Radio was introduced in the UK, the first participants tended to be downmarket and anti-establishment. The products didn't do well. Car telephones, however, were first used by apparently successful and purposeful senior executives,...
Portable Pointers
Depending on your viewpoint, the portable computer can be an invaluable tool for personal efficiency - or the ultimate accessory for the poser. The computer industry certainly believes (but then it would, wouldn't it?) that sales and marketing people...
Rubython Launches Business Age
Tom Rubython, former editor of the defunct Management Week, has relaunched the magazine as a monthly under a new name. Rubython has recruited 171 former readers of Management Week, which closed last December, to back the new title - Business Age...
Sacrificing Community to Business
Community is a strange word. Follow it with "charge" and you have a euphemism for a now discredited local tax. Precede it with "European" and you have an economic entity of 350 million people, even if the political entity will only be achieved over...
Teaching Yourself
This last recession has given a surprising overall boost to marketing education and training. While the supply of marketers outstrips demand, individuals at all stages of a career, many with unexpectedly free time, are looking to qualifications to...
There's No Small Excitement about Tiny Computers
Having got computers down to A4 size, and below seven pounds in weight, the computer manufacturers inevitably start to look for new mountains to climb,new frontiers to cross. So while the A4-sized notebook computer is today's best solution to computing...
The Virtues of Direct Response
In recent years there has a been a steady shift towards the use of response devices. For instance, the overwhelming majority of financial ads call for a reply, perhaps because money men have an occupational interest in accountability. Why doesn't...
Too Clever by Half?
"Have you sold any yet?" "I've got three customers who are very interested." "Yeah, but have you sold any?" "Nah." This exchange between two salesmen at the Kingston John Lewis department store on a sunny Saturday afternoon last month suggests that...
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