Marketing

Articles from December 6

Adwatch: eBay - 'Boxing'
The challenge for eBay's advertising is to do more for the brand than word of mouth. As fast as it kicks knick-knacks around the world, agreement spreads: if you want to buy and sell and do it easily, use eBay. The line 'Sell it. Buy it. Love it'...
Andrew Walmsley on Digital: It's All Coming Together for 3G
It's six years now since the government raised pounds 22.5bn in the biggest auction ever to have been held, selling five licences to operate 3G mobile phone networks. It was subsequently described by the academics who had advised the government as...
Brand Health Check: Smart
Built on worthy environmental and design credentials, the marque has failed to live up to its early promise. Smart's apparent combination of flair and technology looked like being a winning combination back in 1993. Take the inventor and design...
Careers: What's It Really like Inside - Lucozade Sport
Is the Lucozade Sport marketing team a bunch of fitness fanatics? Yes. Two of us are training to become aerobics instructors and we have all taken part in marathons or triathlons. You are endorsed by several athletes, including Steven Gerrard...
Digital Branded Content: Advertisers Dip Toe into Virtual World
Social networks and virtual worlds provide a route to audiences drifting away from traditional media, but companies must ensure that their presence is actually welcome. Ben Carter reports. MySpace has been described as many things during its meteoric...
Digital Branded Content: Jargon Buster
Can't tell your RSS from your link love? Our essential guide to the language of digital branded content can help. Advertiser-funded programming Rather than advertise around independently produced content, advertiser-funded programming (AFP) allows...
Digital Branded Content: Online Video Breaks into Mainstream
Google's purchase of YouTube indicates the perceived potential of online video ads, and advertisers are beginning to look at how they can safely exploit this rich-media opportunity. Google's recent dollars 1.65bn (pounds 833m) purchase of web-video...
Digital Branded Content: Owning the Digital Space
Brands funding tailored content on digital platforms are finding a willing audience at a lower cost. The fragmented world of traditional advertising combined with the growing maturity of digital media is forcing brands, media owners and agencies...
Digital Branded Content: The Risks and Rewards of the Branded Blog
Brands must be transparent in their use of blogs and accept the lack of control is where the benefits lie. Blogs may have started out as the domain of technology enthusiasts and consumer pressure groups, but they are now becoming a vital communications...
Editorial: The Lure of Online Vouchers
It started as a trickle, but over the past week it intensified into a daily flow of online discount vouchers. The first to arrive was a 20% offer from Borders, inviting recipients 'to share this offer with your friends and family - simply pass it...
Employer of the Year: Top 30 Marketing Employers 2006
Communication, openness and employee engagement are at the heart of the strategies used by the firms staff most enjoy working for, creating high levels of loyalty. Jane Bainbridge reports. It is usual for directors of companies appearing in any...
Forum Preview: Catalysts to Growth
Brands must devise a strategy of innovation based on consumer insights to nurture growth, writes Becky Charles. As a profusion of brands jostle for prime position within busy markets, it has become more vital than ever for companies to find the...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. USB CONNECTION Q: We are focusing on digital opportunities at our pre-2007 conference and want to give out USB sticks...
Marketing Manual: Public Relations - the Promotional Booster
PR can help you maximise the effectiveness of your other activity by creating a buzz around it, writes Mary Cowlett. As the public becomes more cynical about what businesses, public bodies, government and even individuals tell them, so PR's power...
Marketing Manual: Public Relations - the Vital Statistics
The buoyancy of any marketing discipline can be judged by the rate of increase in its annual turnover as well as by agency growth. Below you will find all the information you might require about the state of the PR industry, including tables of...
Marketing Manual: Public Relations - Wake Up to Digital Danger
The rise of user-generated online media poses a new threat to your reputation that PR can help with. The inexorable rise of 'web 2.0' - shorthand for the second generation of the internet - is creating both enormous headaches and tremendous opportunities...
Marketing Mix: We'll Call You - Oyster
The travelcard operator owes us a refund, but are its systems efficient enough to sort out how much it should be? Oyster Oystercard helpline. Good afternoon. Mktg Hi, I wonder if you can help me. Yesterday, I lost my Oyster card on my way to...
Mark Ritson on Branding: Web Discount Will Hit Thresher Hard
Merry Christmas from Thresher! The retailer recently released a printable voucher on the internet entitling the bearer to 40% off wine and champagne up to a value of pounds 500 until 10 December. Despite the fact that the voucher was intended as a...
Media Analysis: Is Michael Grade ITV's Saviour?
A charismatic, high-profile figurehead he may be, but Grade faces a tough task revitalising ITV, writes Jeremy Lee. So far, so good: the news that Michael Grade is joining ITV as executive chairman has at last generated some positive headlines for...
News Analysis: Beating Pureplays at Own Game
Traditional retailers have seen their share of online visits explode in the run-up to Christmas. Broadband, mobile phones, Bratz dolls, digital cameras, laptops PCs, iPods, lingerie, Barbie dolls, Nintendo DS, LCD TVs - if Santa manages to drag...
News Analysis: Is There Room for BT Vision?
BT is hanging its hat on a broadband TV service that will give users total control over what they pay for. SkyDigital, Freeview and NTL Telewest are pretty tough competition for anyone entering the cut-throat digital-entertainment market. For BT,...
Opinion: The Marketing Society Forum - Do Creative Awards Matter to Marketers?
Creative awards are prized by marketers, who appreciate the recognition, but do they matter as much as effectiveness? STEVE KERSHAW, GROUP DIRECTOR, BARTLE BOGLE HEGARTY Most marketers say they want advertising to be effective rather than win...
Profile: Fusing East and West - Masayuki Nagatake, Chief Executive, Uniqlo UK
After years as a retail analyst for a Japanese investment bank, Masayuki Nagatake has spent the greater part of this decade on the other side of the fence at Japan's biggest casual clothing retailer. In 2001 he had had enough of analysing and second-guessing...
Raymond Snoddy on Media: Will Faustian Twist Seal BBC's Fate?
Something very odd is going on over the protracted negotiations to set the level of the BBC licence fee. It has taken longer to reach agreement than expected and there has been a concerted round of briefing and leaking that Gordon Brown and the Treasury...
Sector Insight: Smoothies - Five-a-Day Helper
Consumers are turning to smoothies to get their recommended daily intake of fruit and veg. THE BACKGROUND In the quest to consume five portions of fruit and vegetables a day, drinks are proving an increasingly popular way in which consumers can...
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