Marketing

Articles from September 25

An Advertising Lesson from the Horse's Mouth
A former Queen's Messenger, George Courtauld, wrote an engaging book called 'The Travels of a Fat Bulldog', in which one passage made me laugh aloud. He was trying to catch a pony. "I also lost my temper, about a dozen times, particularly when in order...
Back on Track
A professional marketing approach to Sheffield's municipal transport had to overcome scepticism among politicians as well as win over commuters to the benefits of travelling by tram Sheffield city council had a neat idea. Build a state-of-the-art, environmentally...
Bits of Paper Don't Make Marketers
The Marketing Forum's decision to give space and time to an appeal for better marketing of marketing deserves our praise. So too does the work put in by organisations and individuals ranging from the Marketing Council through the Marketing Society to...
Campaign of the Week: Tony's Freezer Cocktails
The Account Client: United Distillers NPD marketing director: Nik Witcombe Agency: St Luke's Creative team: Kate Stanners (art director) and Tim Hearn (copywriter) Budget: [pounds]1.4m Media: National ITV, Channels 4 and 5, satellite; backed by...
Commercial Breaks
DRTV is an evolving sector with its exponents still on a learning curve. Some insurance firms are now experimenting with a variety of tactics to test their effectiveness When DRTV first took off four or five years ago, the few experts around were quick...
Design of the Times
The launch of Millennium Products proves there is a new impetus British design. Is it enough? Millennium Products, the Design Council initiative launched last week by Tony Blair, is one of the boldest attempts yet to kickstart Britain's flagging reputation...
Finding the Right Doormat
Hitting home is key to really effective direct marketing, but too many mailing lists are outdated or misused. Robin Cobb looks at how proper list profiling can help Creative execution is the high visibility aspect of a direct mail campaign. But unless...
Giving Birth to the Male Pill
The male pill will soon be available but how will drugs firms overcome macho hang-ups? Marketing puts a mock branding campaign to the test. To some it's a nightmare; to others a dream come true. Whatever your feelings about the male contraceptive pill,...
Good Show
The UK exhibition industry is growing in every which way - and the signs are it is a period of sustainable growth in line with the economy. The exhibition business in the UK is booming. More than ten million visitors made their way through 710 exhibitions...
Growth to Make Your Head Spin
Direct marketing is proving to be a major growth area for companies selling premium beer, wine and spirits. How would you describe someone who buys their drink by mail order? Discerning and knowledgable rather than closet alcoholics, according to the...
Has the ITC Got It Wrong?
Last week's decision by the ITC to reject demands for more commercial airtime was met with dismay and some bewilderment. Amanda Lutchford finds out whether advertisers' appeals were given a fair hearing When the Independent Television Commission last...
How Safe Is Diana's Name?
The merchandising and marketing machine following the death of Diana, Princess of Wales is already running. Patrick Barrett reports on how little protection can be offered by UK trade mark and copyright to protect the Princess's estate Now that the...
McVitie's Urges ITV Ads Boycott
McVitie's is calling on the UK's top advertisers to join an organised boycott of selected ITV regions in a protest over airtime inflation. Mark Horgan, marketing director of McVitie's UK, in a debate on TV airtime inflation at last week's Marketing...
Mr Unpopular
"John Carlisle is one of the most offensive men in the House of Commons, with a long track record of repugnant remarks," said Alex Salmond, Scottish National Party leader, last October. "Racist, misogynist, insensitive," echoes the chorus of politicians...
Strategy Is the Key to Beating Media Inflation
The picture of cost inflation is extremely misleading. It is either far better or far worse than you think, depending on your TV strategy In recent weeks I've had a number of conversations with advertisers who say: "Can't work this one out Jerry. A...
'Teletubbies' Are Waking Up to the Reality of 90s' TV
A remarkable thing happened at the Royal Television Society's biennial beano at Cambridge last weekend. Marketing got a look in - and right up at the front, too. There was of course the usual inexorable fixed points. The latest technology was wheeled...
Tesco Extends Home Shop
Tesco is forging ahead on the home delivery front, with the news that it is extending its home shopping service to a further 12 stores within the M25. Tesco's move will put pressure on its competitors as the battle to woo home shopping customers intensifies....
The Letterbox Revolution
Ken Gofton attended the UKDirect convention in Jersey this month which saw an exchange of views and experience across the DM sector. Here he looks at how the Post Office is limbering up for a taste of competition For most of us, the cost of posting...
Three Days on the Oriana
Did this year's Marketing Forum aboard the Oriana live up to the hype over interactive workshops and audience participation? This was billed as a Marketing Forum with a difference, and when American futurist Watts Wacker donned a cowboy outfit and opened...
Time to End the Myths about the Media Business
Why, one wonders, is media buying such a sham? Why do we all pretend it is an organised market, with fixed (rate card) prices, at which everyone buys and sells, when we all know that's codswallop? Once upon a time - long before Christine Walker was...
We Must Guard Radio Brands for a Digital Future
Brand identity and values for these stations will be absolutely vital to distinguish them for listeners and advertisers If you were asked to name some of the most powerful brands in Europe, you would probably pick a franchise: McDonald's, Benetton or...
Why Co-Op Buried Ad Taboo
As the Co-op prepares to launch the UK's first major advertising campaign for a funeral business, Julian Lee looks at the sudden surge of marketing activity in this sensitive area Death is an emotive issue and something most people don't want to talk...
Why Marketers Need Better PR
The Marketing Forum's closing address bombarded delegates with bad news about their standing with their boardroom colleagues and with the City. Mike Hewitt was there You know that feeling you've had for a while now that you and your fellow board members...
Wired for a Sound Investment
Music Sales has taken the innovative step of launching the first ever Web site selling sheet music. This commercial venture uses quick-browsing technology, a system to protect copyright interests and inbuilt security measures to safeguard purchasers....
WPP Fills Global Media Ambition
MindShare, the new WPP joint venture media company, claims it will be the world's first truly global media brand. The agency, which opens it doors in the UK in the first quarter of 1998, will roll out to other European markets, Asia Pacific and Latin...
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