Marketing

Articles from April 17

ADWATCH: KFC Focuses on the Product in 'Soul Food' TV Campaign
In its latest TV ad, KFC aims to get across the sociable experience of sharing its fast food, says Sam Solley. KFC's latest execution in its 'Got chicken, got soul' campaign is promoting its improved burger. The ad, called 'Hi-Fi', comes in at number...
ANALYSIS: Think Long Term to Boost Your Bottom Line
Strong brands have an important part to play in protecting shareholder value, writes Peter Fisk. Brands capture a promise - a promise to customers, employees and shareholders. Brands are a mark of trust and reputation, and so gain preference and...
ANALYSIS: Will Rover Cutbacks Hit the Brand?
MG Rover has done well to reduce huge losses, but how will it be affected by an agency review? MG Rover has been victim to an extended run of bad press. In addition to news that the company has given notice to its roster of marketing agencies (Marketing,...
Capital One Puts Pounds 150m Ad Work into McCanns
Capital One, the US credit card giant, has awarded its pounds 150m US and UK advertising account to McCann-Erickson as it seeks to boost its business on both sides of the Atlantic. Capital One is the fastest-growing credit card in the UK, according...
CAREERS: Company CV - the Co-Operative Group
The Co-operative Group is a consumer-owned business and is the largest of approximately 45 co-operatives operating in the UK. The group's business is broken down into four main divisions: food and non-retailing; specialist retailing, including ACC...
EDITORIAL: IPA's Agency Staff Exams Must Be a Qualified Success
Should we be surprised that incoming Institute of Practitioners in Advertising (IPA) president Stephen Woodford has received 'virtually unanimous support' for his proposed professional qualifications for agency staff? Certainly, for an initiative rich...
MEDIA: Century FM Overhauls Image with Brand Ads
Century FM, the Capital Radio-owned regional radio network, is launching its first brand advertising to rejuvenate its image. The campaign comes as the network, which has three stations in the North-West, North-East and Nottingham, is trying to...
Nectar Steps Up Loyalty Battle with Multipoints
Loyalty Management UK, the company behind the Nectar rewards scheme, is turning up the heat in the battle for consumer loyalty with one of the biggest points giveaways seen in the UK. The firm is launching a sub-brand next month called Multipoints....
OPINION: Marketing Society - Being Exclusive Is Key to Selling Luxurious Items
For many, this recession has bitten much deeper than anyone expected. With the UK stock market down by 30% and low interest rates on savings, spending on luxuries has not been high on people's agenda. Most people, that is, except for the very...
OPINION: The Mirror Has Lost Two Wars but Bailey Is Already Fighting Back
Point out to Daily Mirror editor Piers Morgan that his paper now has its lowest circulation since 1930, when ABC circulation figures first began, and his reply is characteristically robust. He argues that such a statement amounts to lazy journalism...
OPINION: 'What's the Big Idea?' Is Refrain We Must Answer
For the past half a century one big management idea after another has emerged to answer some perceived need or problem. Almost every aspect of business has been touched - and some would say tainted - by the newest big idea. It has been a steady...
OPINION: Wise Marketers Know When to Throw in the Towel on Own-Label
The typical format for managerial learning at a business school usually involves students working on case studies during their classes. This approach often guarantees a much richer learning experience that the lecture format. The classic criticism...
PROFILE: Force for Change - Kevin Styles, Sales and Marketing Director, Thresher Group
Few British retailers have made the marketing headlines as frequently over the past 12 months as Thresher Group, and Kevin Styles very much likes it that way. The sales and marketing director of the UK's biggest independent off-licence group is...
Services Helpline
Sky-high ads Q: With the prospect of clear blue skies this summer, we would like to conduct an aerial marketing campaign that is a little different from a standard promotion. What options are open to us? A: While aerial marketing may no longer...
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