Marketing

Articles from April 9

Ad Venturer
John Hooper is in fighting mood. After hitting the headlines with last week's marshalling of Incorporated Society of British Advertisers members to take on culture secretary Chris Smith, some would be lying low. But warlike metaphors were...
Are Fresh Ideas from the ITC for Real or for Show?
Every so often into the jaded world of the media slips a new idea, an unconventional approach, or the unprecedented sight of an aged institution suddenly producing a stream of futuristic visions as if it had been unexpectedly introduced to...
Brains of Britain
The first of the much-trumpeted Millennium Products, ranging from an ejection seat to a sports shoe, were unveiled last week to highlight the best of British innovation. But will the scheme provide effective help for future inventors One...
Coca-Cola Must Not Drain a Cup So Full of Surprise
Anybody who watched the Coca-Cola Cup Final two weeks ago will be surprised to learn the US drinks giant is considering withdrawing its support. After months of speculation about its continued backing of the tournament, Coke looks like...
Know Your Place
Finding the right solutions to your conference needs is all about asking the right questions As a conference organiser, you need now to be totally focused on finding the right venue. But no one should assume you can simply book what you want...
New Era for Cause Link-Ups
Cause-related marketing will move up a gear within the next few weeks with the launch of a mould-breaking scheme by the government to encourage public/private alliances. It is almost guaranteed to kick up a political storm, but the plan will...
Only Fools Think They Can Easily Sway the Public
I don't suppose many of you have read one of the silliest books ever written about our business: a 50s bestseller called The Hidden Persuaders. It put the wind up people by suggesting advertising could sell things without them knowing it....
On the Road to Marrakesh
Vauxhall went into top gear to mark its latest launch. It was a surreal experience, driving past the orange groves and donkeys pulling carts, the Atlas mountains looming in the distance, with the police stopping all the other traffic so our...
Street Credibility
Field marketing has long suffered from a poor image but new technology is transforming the discipline and giving it more kudos. Some people have been inclined to be rather sniffy about field marketing. You can imagine creatives and account...
The Battle for Poster Power
The six-sheet market is currently the most dynamic in posters and lies at the heart or Decaux's takeover bid for More Group, which controls 70 % of the sites. Wily is it such a prize and who really stands to benefit? French poster contractor...
Trusting Instinct Shows Faith in a Marketer's Skills
It's official, instinct has been reinstated as a way of making marketing decisions. As a design consultant I am delighted with its return to favour and I hope it is an enduring rather than fashionable concept. In many marketing circles instinct...
Will Argos Deliver the Goods?
A hostile takeover bid has exposed the flaws in Argos' marketing strategy. But the chain still has huge potential Catalogue retailer Argos was forced to defend publicly its marketing strategy last week, after its would-be owner, Great Universal...
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