Marketing

Articles from September 26

Adwatch: Virgin Media - 'Uma's V+Box'
So there you are at the Stade de France. You are about to watch the England rugby team take on the mighty Springboks. The excitement is palpable. The adrenaline's pumping through your veins. The fanfare's over and the game is just about to begin....
Andrew Walmsley on Digital: End of Google Rebates Will Benefit All
Late last week, Google announced the latest changes to its controversial best practice funding (BPF) scheme - the most significant of which is that it is being dumped. Launched in 2005, with just 13 weeks' notice, the scheme upset many agencies...
Brand Health Check: NW
A string of confusing relaunches have left the title struggling in the crowded women's magazine market. 'I cooked his chicken in wee', 'I cheat, so what?', 'Is your sex drive normal?' are just a selection of coverlines from this month's NW (formerly...
Careers: What's It Really like Inside - the National Theatre
- What is the main challenge the theatre's marketing team faces? Ensuring people know that theatre is affordable and accessible. - How do you come up with ideas? We get a huge amount of inspiration and support from the writers, directors and actors...
Direct Mail: A Discipline Influx
Mailing volumes dropped 10% as cheaper digital channels grew and size-based postal charges took effect, but it's not all bad news: volumes can afford to be down as targeting improves. The decline in the use of direct mail that began in 2004 is gathering...
Direct Mail: Charities Retain Faith
Despite declining returns, charities' spend on direct mail has grown as they seek to stand out in a cluttered market. Charities have been hit hard by declining response rates from their direct mail in recent years, particularly when prospecting...
Direct Mail: Not Clean Enough Yet
Despite an upswing in the use of data cleansing, too much mail is still being sent with name and address errors. The public relations battering the direct-mail industry has taken in recent years has generated a good deal of debate. With so many...
Editorial: Clear View of Marketing?
On the morning of writing this column it rained. The precipitation rate was below what would have warranted the description 'downpour', but certainly greater than for 'drizzle'. One little-known fact about rain is that it is classified by amount...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. JUICED UP Q: We are expanding our juice-drink range and want to employ some promotional staff to carry out sampling...
ITV: 'Failure Is Not in My Vocabulary'
Brutally honest about the past, bullish about the future - Michael Grade tells Jeremy Lee where ITV has gone wrong and how he intends to put it right. Cliche dictates that Michael Grade be described as 'flamboyant'. There are the red socks, the...
Marketing Mix: We'll Call You - Northern Rock
We have some cash to invest, but after recent events are a little reticent to opt for a Northern Rock ISA. Should we be? Northern Rock Good afternoon, how can I help? Mktg I want to take out an ISA but I'm a bit worried with all that's going...
Marketing Report: Design - Shopping with Frills
As value fashion retailers take visual cues from their upmarket rivals to entice customers in, the luxury players themselves are harking back to a boutique style that speaks of bespoke service. Many designers claim there is a huge opportunity for...
Marketing Report: Design - the Vital Statistics
Good design, from packaging to retail spaces, can be key to the success of a brand. Here we provide the lowdown on the industry, including a breakdown of which sectors are making most use of the discipline, the agencies that have produced award-winning...
Marketing Report: Design - Walk This Way
Signs, walkways and lighting can all be employed to move shoppers around and get them buying more. Scott Billings looks at the tricks of the trade. The challenge of enticing customers to visit every part of the shop floor may be the most basic requirement...
Mark Ritson on Branding: No Miniskirts? but Hotpants Were OK
It was a blazing hot day when 23-year-old student and part-time waitress Kyla Ebbert left her San Diego campus for the airport. She had a doctor's appointment in nearby Tucson and had a flight reservation with Southwest Airlines. Ebbert handed her...
Media Analysis: Mobile Finally at Tipping Point
Advertising around video clips, games, search - more creative opportunities are opening up, writes Gareth Jones. Advertisers have tiptoed around mobile marketing since its inception nearly a decade ago. However, a series of developments look set...
News Analysis: E.ON Scraps Its Point of Difference
The energy supplier has terminated its ITV weather tie to focus on sports - just like all its rivals. Ed Kemp reports. Powergen parent E.ON's decision last week to sever its 18-year relationship with ITV's weather came as something of a surprise....
News Analysis: Fit for Purpose?
The CIM's new definition of marketing swaps brevity for verbosity; not everyone is convinced. What is marketing? Not what it used to be, according to the Chartered Institute of Marketing (CIM), which has unveiled a new definition of the business...
Opinion: The Marketing Society Forum - How Can Northern Rock Repair Its Brand Image?
After a tumultuous and uncertain few weeks, Northern Rock faces the considerable task of winning back trust. LUCIAN CAMP, CHAIRMAN AND EXECUTIVE CREATIVE DIRECTOR, CCHM:PING My two most life-changing recent brand moments have been when the good...
Profile: Climate Crusader - David Watson Head of Marketing, Defra
David Watson looks flushed. Foot and mouth has returned, and Defra is in panic mode. There is a TV crew outside the main door on London's Smith Square, and the big-screen TV in reception is showing rolling news footage of distressed farmers. The...
Raymond Snoddy on Media: Broadcasters' HDTV Efforts Are Pitiful
At last, Britain's terrestrial broadcasters are starting to get the message and are finally pushing ahead with high-definition television - or are they? Last week Channel 4 announced that it is to launch an HDTV simulcast of its main terrestrial...
Sector Insight: Cheese - Cheese Tries to Overturn Image
Manufacturers are innovating to counter negative perception of the food's health implications. THE BACKGROUND This market has been hit by the Food Standards Agency's profiling system, which marks out cheese as being high in fat and salt, meaning...
Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.