Marketing

Articles from November 2

Ad Strategy: Past Its Sell-By Date?
A long-running campaign can make a brand. But what happens when the market moves on? Claire Murphy reports. Conservative MP Ann Widdecombe referred to it as 'coarse, smutty, unnecessary and childish', and the Advertising Standards Authority has...
Adwatch: IBM - 'Road in the Middle of Nowhere'
Most of what is referred to as business-to-business communications seems to exist in a parallel universe dominated by conventions ripe for disruption. Open an in-flight magazine, switch on a news channel, or look at airport media and you will be met...
Brand Health Check: OXO
Lack of innovation and a failure to embrace evolving consumer tastes have left the stock cube floundering. If the children of the OXO family are still around today, the chances are they have ditched Sunday roasts for convenience food and eating...
Careers: What's It Really like Inside - Kettle Foods
Is the marketing team involved in product-testing and flavour ideas? All the time. Our brand manager works closely with our chef on new concepts. After that everyone gets involved in tastings to help refine the ideas before external product-testing....
Editorial: Professional Outlook
As you read this, the 65,000th student to attain the Chartered Institute of Marketing's (CIM) Diploma will be hoping not to trip over their academic gown as they ascend the stage at Birmingham's Symphony Hall to collect their certificate. Or, as is...
Helen Dickinson on Retail: Time to Draw a Line on Sunday Trading
In today's society, it is unlikely there is any such thing as a 'typical' day. We are surrounded by choices that can liven up even the dullest 24 hours. Want to go to the pub in the middle of the afternoon? Of course you can. Want to order a...
Helpline
Ed Kemp takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SQUEEZY MERCHANT Q. Christmas is our busiest and most stressful time of year and I thought it would be fun to buy our clients...
Marketing Mix: We'll Call You - Army Careers
Prince William has done it; now we want to sign up. Is there a place for us in the British Army? Army: Hello, careers office. Mktg: Hi, I've been speaking to the Army's main helpline and was told to give you a call. I've been thinking about the Army...
Mark Ritson on Branding: Skype's Call Is Worth the Disruption
It all began in the car park behind my college bar in 1992. Despite an overdraft even more impressive than my own, my best mate Simon had bought himself a mobile phone. Even more impressive, in return for a pint of beer (the common currency back then)...
Media Analysis: Outdoor's Extras under Siege
Advertisers are starting to fight back against oft-hidden agency commissions of up to 25%, writes Jeremy Lee. The outdoor industry has long been accused of being the least transparent of all the media channels when it comes to agency commissions....
News Analysis: COI Has Its Ups and Downs
Its annual report shows a clear rise in government spend; the COI claims otherwise. David Tiltman investigates. The COI does not normally dispute its own figures, yet last week that is exactly what it did. The trigger was the news that the government's...
News Analysis: Virgin Eyes Clear Blue Water
The company claims its cruise line would remove the 'blandness' from an emerging middle market. Virgin has carved out a strong brand by introducing mass-market offerings to previously rarified sectors. Last week it emerged that the company is in...
One to Watch: BigRedShark
An online inkjet cartridge retailer that backs body-builders - typecasting is not a problem here, writes Bill Britt. The rain is bucketing down on an industrial estate not far from Berwick-upon-Tweed's Elizabethan ramparts. Inside one of BigRedShark's...
Opinion: Marketing Society - Olympic Spirit
London is poised to host the biggest event in the world. In 2012, more than 4bn people will watch the Olympic Games and Paralympic Games on TV and 100,000 more will make a trip to the city to watch or take part. For London, it is the definitive...
Presswatch: Yakult - 'Yakult Brand Campaign'
There is a famous quote that says 'Simplicity is an acquired taste. Mankind, left free, instinctively complicates life.' The latest campaign for Yakult, the probiotic fermented milk drink - which is also an acquired taste - strives for simplicity...
Professional Development: Careers - in Search of a Structure
Marketers rarely follow a regimented career path, but training in a broad range of business areas can develop their skills and aid their progress. In most industries there exists a well-defined career structure, from trainee or apprentice up to...
Professional Development: CIM Examination Results 2005
Graduates awarded the Chartered Institute of Marketing Postgraduate Diploma in Marketing 2004/5 SURNAME INITIAL TOWN/COUNTRY CHANNEL ISLANDS Allan E A Jersey Le Miere ...
Professional Development: Qualifications - Raising the Bar
As marketers take broader business responsibilities, choosing the right qualifications can be vital to climbing the career ladder. A Google search for 'marketing qualifications' returns a plethora of listings from training providers all claiming...
Professional Development: Training - Insider Training
On-the-job training can offer much to both marketers and employers - from small companies to multinationals. In-house training can be a lure for job seekers, but companies do not offer it out of the goodness of their hearts. They see improving staff...
Profile: Pace Maker - Barnaby Dawe, Managing Director, Heart 106.2
Slapped between a council estate, wasteland and a railway bridge in West London, the location of Chrysalis' headquarters seems to lend itself more to a pirate radio station than the easy listening of its flagship Heart 106.2 brand. But once past...
Public Relations: Case for the Defence
With the media eager to apportion blame for obesity and binge drinking, what can brands do to avoid being scapegoats? Obese children, drunk teenagers, adults lying on sofas demolishing unhealthy snacks. This is the imagery that has been flashed...
Raymond Snoddy on Media: Homechoice Must Close Credibility Gap
A 1200-site outdoor campaign for TV service Homechoice breaks in the London area this month. It follows an extensive commercial TV campaign in September that ran into the early part of October. Nobody is saying how much it cost, or indeed how successful...
Sector Insight: Sausages - Banger Boost
Better-quality meat and unusual fillings are helping to grow a sausage sector going upmarket. THE BACKGROUND - The humble sausage used to be seen as a cheap meal option, but these days bangers have gone through something of a renaissance, with everything...
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