Marketing

Articles from November 2

A Smaller World Does Not Mean a Single Culture
In Europe, there is no evidence of convergence in people's value systems Last week, Jose Bove was accorded a leading feature in The Times, complete with a photo showing him being led away with handcuffs. Why the prominence? Well, he is the French...
Audio-Visual Aids to Seduce Consumers
In-store broadcast is set to grow in popularity but integration is Key, If TV and radio advertising is the most effective way to penetrate a consumer's subconscious, then live point of purchase material, such as bespoke in-store television and radio,...
Balancing Design Instinct with Facts
Opinions differ over the use of consumer research as a product design tool. Many companies use research the way a drunk uses a lamp-post: more for support than illumination. It's an expression that contains more than an element of truth so far...
Balancing Service and Profits Is Vital in Stakeholder Era
Just what is a healthy profit? The bigger the profit, the healthier? That certainly would have been the answer a decade ago or less. Today, it seems, you can claim to have made a healthy profit when you cause the least amount of damage to the well-being...
BA Turbulence Shakes Air Miles
As Air Miles loses its third chief within two years, Mark Kleinman reports on BA's intentions for the brand "British Airways has yet to announce a decision concerning the future of Air Miles. The relationship between the two parties is very, very...
BLM Launches Blaze to Offer Creative Answers
Booth Lockett Makin, the independent media agency, has launched an in-house creative outfit, in a move designed to offer clients creative solutions led by the media strategy. The outfit, called Blaze, will handle a range of services including advertising,...
Budweiser and GHI End World Cup Relationship
Budweiser,Anheuser-Busch's flagship premium lager brand, has parted company with below-the-line roster agency Geoff Howe Independent, and is to brief its other agencies on future World Cup and direct marketing activity. GHI, a promotional marketing...
Burton's Chief to Lead Merged Giant
Burton's biscuits chief executive Adrian Sharpe is to run a new company that will be number two in the UK biscuit market, following the acquisition of Burton's by Texan venture capital firm Hicks, Muse, Tate & Furst last week. Sharpe joined...
Cadbury Builds Cafe Presence
Tania Mason reports on why Cadbury is launching coffee house-style chocolate outlets in the high street For years the name Cadbury was synonymous with chocolate bars. As time went by, the brand came to encompass chocolate drinks, cakes and desserts-successful...
Capital Drops 'Smiley' Face
Capital's flagship station, 95.8 FM, has ditched its 'smiley face' for a more contemporary logo in a relaunch of its brand identity. The revamp aims to position the station as "the number one music and entertainment channel for all young adults...
CAP Logo Will Give Consumers More Faith in Online Ads
Anything that boosts customer confidence in the internet has to be worthy of support The 300 or so complaints to the Advertising Standards Authority about online advertisements this year have prompted the Committee of Advertising Practice (CAP)...
Come on Down the Price Is Wrong
The cost of life in the UK is still out of step with the US and Europe. But consumer groups and the government are not standing for it any longer. Car prices have been coming down since e-commerce came in o competition with forecourt dealers' ...
Dixons to Battle Rivals with Ex-Barclays Chief
Dixons Group, the high street electrical retailer and one of the UK's top advertisers, has hired Barclays' brand and advertising director John Laidlaw to fill the new position of group advertising director. Laidlaw, who starts at Dixons next week,...
DM's Place in an iTV Future
Traditional DM techniques are being applied as the basis behind interactive TV ads If ever there was a time to scrap the concepts of above- and below-the-line advertising, it is now. The distinction between the two has blurred to such an extent...
How Can Financial DM Be Innovative?
Financial mailings must find a way to stand out in a saturated market. Searching for creativity in financial services direct mail is a challenge. It is easier than looking for a needle in a haystack -- mainly because rare examples of original and...
How to Sell Yourself
Design agencies feel greater pressure to produce when selling themselves It's a bit like watching a dentist extract his own teeth. The agonies that creative agencies experience in producing their own marketing materials are something to behold with...
Job Interview
Name: Craig Zeital Job: Head of events, NCH Action for Children Age: 36 How did you get into marketing? I started work for Concorde Artists, a music agency, at the age of 18, marketing tours all over the UK and Europe. What is the greatest...
Move Maker
If the world of business were like the world of love, then Rupert Miles would be a serial heartbreaker. No sooner does he seem happily settled in one job, then he is off to tie the knot with another sexy brand, leaving his colleagues to wring their...
MSN and Yahoo! Lead UK Portal Use with Global and Local Sites
Portals and ISPs continue to top the MMXI Europe category usage rankings, taking first and second place respectively in September. Portals provide visitors with easy-to-use menus covering topics from live events to personal finance, and also include...
New Challenges for C5 Chief Airey
Dawn Airey, the new chief executive of Channel 5 following last week's surprise departure of David Elstein, will have to perform a fine balancing act if it is to satisfy majority shareholder RTL Group. According to industry observers, RTL, which...
Nothing Increases Consumers' Take-Up Speed Quite like an Ad
Increasing brand value is not an abstract objective in its OWN right Last month the Advertising Association ran its well-publicised seminar on that old chestnut, 'How Does Advertising Work'. At the end of the seminar, it was agreed that a joint...
Olympic Backers Grow in Standing at Sydney
'Subtle' marketing appears to have paid off for this year's Olympic backers, as more than 75% of consumers at the Sydney Olympics found the level of commercialism at the Games acceptable. Performance Research Europe has revealed that 77% of visitors...
ONdigital TV Listings Mag to Go Weekly
ONdigital is to enter the weekly TV listings market by relaunching its monthly subscriber title ONdigital as a weekly magazine. It is thought to be the first time a contract magazine has been published on a weekly basis. The new-look title is due...
Preparing Virgin Cola for the Fight of Its Life
Virgin Cola has failed to establish itself as a serious rival even to OWN brands. Can it find some of the answers before it becomes a casualty of the cola war? Last week Virgin Drinks, home to Virgin Cola, lost its UK managing director in the latest...
Radiowatch
Dotcoms may be pulling in the advertising reins, but the telecoms and mobiles brands are booming, and nowhere more so than on radio. The top half of this month's Radiowatch chart reads like a directory of telephone businesses, with six of the eight...
Sentiment and Senselessness Lie Behind Granada Share Prices
Granada Media shares seem to be the subject of unsophisticated market sentiment The stock market is a very strange place and shareholders are very demanding people. They don't like to see the value of their shares in a media group such as Granada...
Stealth May Be the Only Future Marketing Has
When the goal stealth marketers have the ability to reach much more swiftly Marketing wouldn't be half so much fun if we did not have our seasonal crop of new buzzwords, theories and approaches to brand enhancement. Once we had stealth bombers,...
Thorntons to Resurrect Cafe Outlets Expansion
Thorntons, the beleaguered luxury chocolate specialist, is to expand its chain of high street cafes, more than trebling the number of outlets over the next two years on the back of their strong performance. The retailer has seen fortunes melt in...

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