Marketing

Articles from October 10

Comrades, Come to the Aid of the Direct Revolution
When I was in the car industry we did loads of research on who was reading our ads - we had no other way of measuring! We found our ads were read most by customers who had just bought the product. Since then I have discovered this is a common behavioural...
Gale Warning for Above-the-Line?
Expansion at Royal Caribbean cruises prompted a move on to television. Louella Miles reports on the direct marketing shop which kept the DRTV work from the clutches of above-the-line There was a time when a cruise conjured up images of the blue-rinse...
Germany Cashes in on the Nation's TV Ad Explosion
German superiority in taking penalty kicks is unfortunately too well known but not quite so many people realise the extent to which the Germans are really beginning to score for TV advertisers. It is a very impressive experience to walk around Europe's,...
If You Know Your Business You'll Use the Product
It can't be true of course, but I sometimes wonder whether most of the advertising people I meet - and the sales promotion wallahs, the PR persons, the direct marketing bods, the packaging folk and even many so-called marketing geniuses - ever use...
New Call Centre: New Danger
Many companies are turning to telemarketing bureaus or installing call centres, but don't realise they also need a complete change of company culture. Alerted to the growing importance of the telephone in contacting customers, an increasing number...
New States of Co-Operation
The merger of the UK's Mitre Group and US company Sitel has focused attention on the likelihood of US telemarketing techniques crossing the Atlantic The Yanks are coming! Two announcements in the past month have signalled a major shake-up in the...
Politicians Teach Us It's Actions Not Words That Count
There is something very disarming about Blair: he looks as if he believes what he says. Last week in Blackpool he put on a display of sincerity so plausible that even right-wing commentators like Simon Heffer of the Daily Mail were taken in. And the...
Reflecting on the Forum
Marketing Forum delegates would do well to apply many of the points raised aboard the Oriana. As the almost 600-strong marketing contingent returned to their desks last week after three days at sea with the Marketing Forum, they inevitably returned...
Simplifying the Sampling
A few brave companies have experimented with using DRTV to distribute samples. But did it work? Louella Miles asks if this is one of the next important areas of expansion What could be called promotional TV began with Tango. Ring the number on this...
Small Talent but More Than a Bit Temperamental
I apologise if what follows is wrongly quoted but it certainly isn't misattributed, since I haven't the faintest idea who said it - though you may. It's a rather neat dismissal by a critic of some artistic effort or other. It runs "those who enjoy...
Sponsorship on the Edge
Sponsorship of a daredevil event can mean huge publicity, but it also carries risks of its own. "A vivid reminder to an often timid society that there has never been advancement without some risk," is how pilot Peter McMillan described the flying...
State of the Arts
Competition arts sponsorship is fiercer than ever, following the news that government funding may be cut by a further [pounds]3.2m After a summer of record-breaking sports sponsorship deals you could be forgiven for wondering what happened to sponsorship...
Super Sonic
Andy Mee is no shrinking violet and phrases associated with him in the industry include "big mouth", "needlessly aggressive". One observer even dubbed him a "mad dog". But get below the initial bluster and Mee is quite different. The grey hair may...
Why Ads Are Blitzing the Box
Blitzing ad breaks over a short period is becoming a popular TV tactic as advertisers fight media clutter The average television viewer is exposed to around 25 minutes of ads during a peak evening's viewing between 7pm and 10.30pm. But how many...
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