Marketing

Articles from September 5

Advertising Drove Me into the Arms of My Big Bertha
I have decided where I want to die: precisely the same place in which Second World War flying ace Sir Douglas Bader finally met his Maker. You will know of course that this was not some unidentifiable spot above the English Channel, stricken, in a burning...
A European Union for Mars
The pioneering move by Mars to centralise all of its European advertising activity will be watched closely by the industry, writes Claire Murphy Mars has always been at the forefront of European branding, as its masterly 1989 transformation of Marathon...
Ariel Enhances Fashion Link-Up
Procter & Gamble is extending the links it started in March with clothing retailers Sears and Mothercare by signing up leading companies Principles for Men and Laura Ashley. P&G vice-president Paul Polman is trying to attract more high street...
Cadbury's 8m Pounds Sterling Branding Push
Cadbury is fundamentally changing its advertising strategy by ploughing [pounds]8m into its first master brand campaign - a move reminiscent of Heinz's investment in umbrella ads. The idea of a 'Cadburyness' campaign in the UK has been under consideration...
Cultural Strength Can Help Resolve an Identity Crisis
What's the best assurance of marketing success? The leadership of a brilliant, charismatic marketing director? A strong marketing department? An inspired strategy, with all the financial and human resources to carry it through? Or is it the sheer good...
CU Realigns into K Advertising
Commercial Union has shifted its direct response advertising business from TBWA to K Advertising after a review of its marketing strategy. The insurer is combining its corporate and direct response advertising in a bid to distance the Commercial Union...
Dangerous and Successful
'Do not underestimate the power of PlayStation' is the slogan of the [pounds]40m marketing campaign that Sony plans to break in August. It could also be read as a warning to its rivals in the computer games business, Sega and Nintendo, which have seen...
Disc Jockeys
A new and versatile breed of electronic business presentation for the PC has arrived. Manoeuvring between a CD-ROM and the Internet, it enables users to plunder all available technologies to view high-quality material at remarkably high speed, writes...
Flagging Playboy Changes Position
Playboy TV is to target male audiences more directly in a bid to improve its low viewing figures. Playboy TV is repositioning itself as an up-market adult channel purely for men. The move follows the axing of its 'Morgasms' campaign and the shift of...
Icelanders Give TV Competition an Icy Reception
You can learn a lot about the media on a trip to Iceland - and I'm not talking about the frozen food company. In between eating cods' cheeks at probably the world's best fish restaurant and jumping into hot sulphurous pools, an important insight strikes:...
ITV Retunes Image for Kids
ITV is fighting to claw back market share in children's TV, which has been lost to specialist cable and satellite stations. Last week the broadcaster unveiled a new look for its children's programming, with a revamped logo, new promotional idents and...
Measures of Success
James Curtis picks a selection of the IPA's Advertising Effectiveness Award entrants to show the power of advertising Accountability is the latest obsession in the marketing industry, with advertising under particular pressure to prove itself to the...
Motoring on the Superhighway
Forward-thinking manufacturers have moved beyond showing cars via the Net to selling on-line, writes David Sumner Smith Any motor manufacturer who fails to incorporate the Internet into its marketing communications plans is naive and misguided," says...
Reviving a High Street Giant
Julian Lee reports on how ailing retailer WH Smith aims to reposition itself in order to reverse a shock [pounds]195m loss WH Smith's tale of woe is one that could only have happened on the high street. Last week, for the first time in the company's...
Those 'Good Old Days' of Class, Honour and Title
The elevation of Maurice Saatchi is not the first time someone in our business has been honoured by grateful politicians, though perhaps Winston Fletcher and I are among the few old enough to remember the last, after the First World War. For their contribution...
Why Visits Could Give Marketers Greater Insight
One of the more bizarre company visits I've made recently was to a spanking new, world-class nappy factory. It was set on a windswept plain - and run with awesome efficiency by a near skeleton staff of hand-picked managers, who gave every appearance...
World Wide Women
The predominantly male environment of the Net can be off-putting to women, but appealing to female users is paramount if it is to become a powerful marketing tool, says Ruth Nicholas The Internet is not a female-friendly place. In her book, Surfing...
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