Marketing

Articles from April 14

Bacardi Set for Breezers Push
Bacardi Breezers are to receive the full launch treatment after successful sales trials in the North-east. Westbay Distributors said the product -- a blend of Bacardi rum, fruit juices and sparkling water with an ABV of 5% -- had exceeded all targets...
Blending Old and New
Whether you are seeking old world charm or hi-tech modernity, Sue Bryant finds London has plenty to offer for daytime meetings and after-dark revelry London is full of beautiful, historic venues for meetings and corporate hospitality. But what about...
Britain Must Put Europe before Its National Interest
If there are any Europhile economists on Mars they must be looking down on our domestic political debate about Europe in shoulder-shrugging bewilderment. How can it be, they must be asking, with so much for Europe to do to protect its interests in a...
Clients Keen to Pay by Results
There's a saying these days that people only get to the top by covering their backs. For marketers this includes justifying every pound spent, so it's not surprising that media auditing is now big business. But full auditing of media planning and buying...
Essex Man's Ambassador Abroad
Five years ago the Daily Telegraph ran a picture of Lionel Stanbrook's father Ivor Stanbrook, Conservative MP for Orpington, next to a drawing of a Neanderthal man and invited readers to guess which was which. Stanbrook senior had earned the epithet...
Exhibiting All the Right Ingredients
There's a good deal more to getting the most out of exhibitions than simply looking good. Harry McDermott offers some pointers on design, construction and visitor feedback to help the occasion boost your company's carefully-nurtured image Attractive...
Giants' Awards Show Benefits of Recognition
During the past 12 months I have been privileged to sit on two awards juries which -- although far from secretive -- were private rather than public and which bestowed their gongs quietly, at rather select dinners. The gongs were given by Unilever and...
Good Sense Has to Prevail in EU Broadcast Rules
All over the country marketing bosses who invest heavily in television must be getting that sinking feeling again as the industry heads into another round of talks with the European Commission about TV. Described by one EC official as being a "Pandora's...
Heinz Shake-Up Put to the Test
"I always call pillar advertising pillow advertising because it puts consumers to sleep": a biting comment from Richard Block, account planning director at J Walter Thompson, on Heinz's announcement that it is ditching product-based advertising to put...
It's Perilous for Design to Ignore Need's of 'Greys'
So you think you have problems opening a carton of milk or a ring-pull can. Have you ever stopped to think what it must be like if your hands are frail? We live in an age of senescence. In the history of mankind, a quarter of all human beings who have...
JCB Digs for Marketing Gold
JCB found itself driven to the Costa del Sol for the double purpose of unveiling its biggest ever raft of new products to worldwide distributors and customers and launching a fresh marketing push. Ken Gofton joined them in the sun Many self-made businessmen...
KP Boosts ID of Roysters Brand
KP, the UK's biggest manufacturer of snacks and nuts, is extending its two-year-old Roysters brand under a new, stronger, corporate identity. The focus on the corporate brand mimics similar moves from Heinz and McVitie's earlier this year. From June,...
Picking Up One-2-One's Legacy
One-2-One's new marketer has a mammoth task ahead of him in bettering the brand's early post-launch success. Where can he take it next? When Steve Dunn arrives at Mercury One-2-One's Borehamwood offices next month, he will face one of a marketing career's...
Speaking out on Women's Real Needs
New research for O&M shows women have outgrown adland's stereotypes. Marketers who catch up with the post-nuclear family will make their fortunes, says Ruth Nicholas The Volkswagen Golf divorcee and Bisto's 1974 newly-wed have little in common --...
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