Marketing

Articles from April 6

Adwatch: Quality Standard Mark - 'Test'
What would my Auntie Carol think? Believe it or not, this is a question I often ask myself when mulling over an idea. After all, we don't live in a world populated by Prada-clad ad luvvies. Our shops and supermarkets are full of real people like Carol,...
Brand Builders: Gentlemen's Tonic
From wet shaves to shiatsu, this men's salon offers London's elite a place to be pampered. Samuel Solley reports. An old-fashioned, gentlemen's barbershop is, by definition, hardly a new idea. Upmarket outfits such as Trumper, Penhaligon's and Simpsons...
Brand Health Check: Conservatives
With the dissolution of parliament due this week, Marketing looks at the three main parties battling for our vote. First up, Lucy Barrett examines the revival in Conservative fortunes. After the dismal election performances of 1997 and 2001, the...
Careers: What's It Really like Inside - Vimto
What are Vimto marketers like? A bit like the brand really - we are fun and down to earth. We enjoy getting stuck in and juggling 10 things at once. Vimto is famous for its quirky campaigns and promotional give-aways. How do you come up with...
Editorial: Relax, Our Politicians Are Not in Control
A new book arrived in Marketing's office this week, the pre-election timing of which appears to be meticulously well-planned, almost suspiciously so. Conspiracy theorists should love it. Not only does it make extensive use of their favourite word...
Helen Dickinson on Retail: Discount Supermarkets Breach the Class Divide
Having taken a look at the growth of own-label products being sold by the major supermarkets in last week's column, it seemed an opportune moment to cast a glance at how this trend is affecting that other batch of grocery chains - the 'hard discounters'....
Helpline
Samuel Solley takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SNAP HAPPY Q: We are planning a glamorous promotional event for a client and would like to source some customised, disposable...
Interactive Works: Land Rover - 'Freelander'
Good grief, humour in an interactive TV ad - does this mean the industry is coming of age? I have always thought 4x4s were driven by people with as much space between their ears as they have luggage space in their cars. So, a colleague's suggestion...
ISP Awards Preview: Best Promotional Practice
The ISP Promotional Marketing awards recognise work that not only boosts the bottom line, but also excels creatively. As a route to market, promotional marketing campaigns have evolved significantly. The best examples combine genuine effectiveness...
Marketer of the Year Poll 2005
Choose from our shortlist of 16 candidates and vote for who you think deserves to be given the Marketer of the Year award. Winners will be announced on 13 June at the Hilton Hotel in London IAN BRAY, Marketing director The Wrigley Company Bray...
Marketing Mix: We'll Call You - Wrigley's
Mix called the chewing gum brand about a rather sticky situation, but it preferred to chew over the issue in a letter. Wrigley's Hello, can I help you? Mktg I've just been into London for a meeting and I got gum on my new shoes and skirt. It...
Marketing Society Awards Preview: Honouring Excellence
Marketing Society Awards will reward marketing that has boosted the bottom line. In its 20th year, the Marketing Society Awards for Excellence will once again recognise the foremost examples of industry best marketing practice, with entries for...
Mark Ritson on Branding: Three Telltale Signs of an Agency's Ineptitude
Like many business school professors, I often find the things I teach in the classroom contrast with the things I experience in the boardroom. Last week provided me with the latest in a long line of contradictory experiences. In the classroom, my...
Media Analysis: ITV Begins Daytime Makeover
The network has recognised the potential of daytime TV to bring in viewers and advertisers, writes Colin Grimshaw. Daytime television - that entertainment preserve of housewives, pensioners and hungover students - is undergoing a renaissance. The...
News Analysis: 118 888 Seeks Second Chance
After the failure of its launch campaign, Conduit hopes a direct-response drive will boost its fortunes. Despite the fact that it has been only 18 months since the deregulation of directory enquiries, and that there are as many as 30 different 118...
News Analysis: Putting in a Good Word
McDonald's is paying rappers to mention Big Macs, but is this type of product placement effective? If McDonald's sales could only reflect the volume of press coverage it receives every time it attempts to breathe new life into the brand, the company...
Opinion: Marketing Society - Rebuilding FMCG Brand Value
There was a time in the not-too-distant past when many marketers were, rightly, accused of living in an ivory tower, developing highly creative but non-sales driving communications. How the environment in which we practice has changed us! But is it...
Presswatch: Currys - 'Always Lowering Prices'
With 20 bits of creative to pick from and only one to review, which one do I go for? The sexy Lexus creative? Nope. The one that got the highest awareness? Yes. On face value, it might not be sexy, but it works. One of the great strengths of national...
Profile: Sobering Influence - Tim Seager UK Marketing Director, Scottish Courage
Tim Seager is not from the old school of beer-brand marketing directors, who, while knowledgeable about their sector, appeared to spend as much time consuming their products as promoting them. Seager is different. A sharp suit and serious demeanour...
Raymond Snoddy on Media: ITV's 50th Anniversary Will Trade on Past Glories
Who has the worst job in the British media and communications industry? Obviously, there are many candidates, from the circulation director of the Daily Mirror to the BBC press officer who had to come up with a semi-rational explanation as to why...
Sales Promotion: Branching Out
The need to expand beyond the FMCG sector has forced sales promotion agencies to adopt new techniques. Rob McLuhan looks at the discipline's renaissance. Ever since Procter & Gamble first offered a plastic daffodil with a packet of soap powder...
Sector Insight: Soup - Cooking Up Convenience
The soup sector is tackling competition by focusing on ease of preparation and consumption. THE BACKGROUND As the government continues its Five A Day drive to encourage the public to eat more fruit and vegetables, and obesity remains an issue,...
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