Marketing

Articles from March 14

Adwatch: Cadbury Flake - 'Summer Rain'
Cadbury first introduced us to the Flake Girl in the 50s. We have since grown up with her indulgent moments of distraction as she attempts to master the crumbliest, flakiest chocolate. The latest instalment of this sensual saga, called 'Summer Rain',...
Andrew Walmsley on Digital: Auntie Is Right to Jump on YouTube
My generation grew up with TV. The Double Deckers, Grange Hill, the Banana Splits, Top Of The Pops - these were the media franchises we engaged with, and acted out in the playground. We never gave a thought to the technology behind their delivery,...
Brand Health Check: Clarks
The iconic British shoe brand is reviewing its options after a run of steady growth abruptly stalled. Clarks, Britain's biggest footwear retailer, is going through a tough time after a lengthy period of growth. Last week it emerged that the firm...
Careers: What's It Really like Inside - First Choice
- Does the marketing team get to check out all First Choice's holiday destinations? We travelled to Majorca for our last marketing conference, but generally our roles dictate how much travelling we do. However, we are encouraged to get to know the...
Editorial: Power Behind Green Button
There wasn't much to get the skin prickling with anticipation at Thinkbox's recent conference, despite the promise in its title 'The Third Age of Television'. For the most part, the stage was populated by luminaries unconvincingly attempting to combine...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. SEASONAL VISIBILITY Q: We want to draw attention to our range of healthy Easter snacks in stores. Who can provide us...
Marketing League Table: Advertising Leagues
As budgets shift online, traditional ad agencies are facing some difficult questions about their future shape. If the UK's big creative agencies were expecting to ease gently into 2007, they will have had a nasty surprise. Just days after they returned...
Marketing Mix: We'll Call You - Virgin Media
We're with Murdoch, but he doesn't have a stranglehold on our business. What will Virgin offer to tear us away? Virgin Media Good morning, how can I help? Mktg I want to find out about your broadband and TV offers. Virgin Media Have you got...
Marketing Report: Market Research - an Improved Vision
A growing band of agencies are using video research to help brands capture genuine behaviour. The growing sophistication and decreasing size of digital-video cameras is having an impact on sectors far beyond TV production. Market research is just...
Marketing Report: Market Research - Breaking Down the Data
Businesses must work more closely with agencies if they want to get the most out of their research. As organisations seek closer relationships with consumers, so they are seeking a deeper relationship with their market research suppliers. The explosion...
Marketing Report: Market Research - the Vital Statistics
The value of any marketing discipline can be assessed by the revenue it generates and the way it maximises the effectiveness of integrated campaigns. Below you will find crucial information about market research, including an overview of two of...
Mark Ritson on Branding: Brand Lost in Private-Equity Haste
The trade unions hate them. Investors love them. The German government refers to them as 'heuschrecken' or locusts. The Economist describes them as a 'superior model of capitalism'. They own big brands such as Iceland, Kwik-Fit and United Biscuits...
Media Analysis: Press Green for the Future
Sky is leading the charge in offering iTV ad opportunities more relevant and convenient for viewers. Innovation is not a word often associated with TV advertising. With the exception of the red button, marketers have had little more than the 30-second...
News Analysis: Another World of Opportunity
As Marketing makes its Second Life debut, Claire Murphy explores what marketers can gain from the virtual world. Most new trends are accompanied by a band of sceptics, and virtual world Second Life is no exception. In an attempt to bring some realism...
News Analysis: Priced to Perplex
The practice of raising prices to promote 'discounts' shortly after risks damaging brand trust, writes James Quilter. The old adage about the implausibility of free lunches also applies to super-market promotions. Shoppers are bombarded with deals...
Opinion: The Marketing Society Forum - Should Brands Subsidise Government Communications?
The Foreign Office & Commonwealth Office's hunt for further private-sector partners for a travel-advice campaign raises the question of how much brands should be involved in government campaigns. NEIL JONES, MANAGING DIRECTOR, CARAT I have...
Profile: Banking Pacesetter - Chris Pilling, Chief Executive, First Direct
Perhaps it is because he heads a bank that positions itself as being more friendly than its competitors, but Chris Pilling is not happy about slipping on his jacket for a photo shoot, arguing that it gives off the wrong vibe. 'I haven't worn a suit...
Raymond Snoddy on Media: Grade's CRR Battle Plan Defies Logic
There really isn't any better person to sell ITV than Michael Grade. To entertain an ISBA conference he can remind himself, as well as the audience, of the Grade family motto, as told by his late uncle Lew: 'Sic transit Gloria Gaynor' - rather loosely...
Sector Insight: Menswear - Value in Vogue
The growth of value retail means menswear revenues have not kept pace with volume sales. THE BACKGROUND When it comes to UK consumers parting with their hard-earned cash, there are some stark differences between men and women. Clothes do not...
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