Marketing

Articles from January 11

Adwatch: The Link - 'Suits You'
Christmas is over and the blanket-bombing of seasonal advertising from the electrical retailers has finally passed. All is quiet, calm and still on Electric Avenue. Time to come out of the Anderson shelter, breathe the sulphurous air of the January...
Brand Health Check: Walkers
Walkers is in danger of losing its crown as the UK's biggest grocery brand, as health concerns hit sales hard. As concerns over healthy eating have grown, consumers have become less inclined to reach for a bag of crisps. As a result, sales of flagship...
Careers: What's It Really like Inside - Jaguar
Do all the members of the marketing department drive a Jaguar? We have the option of driving a selection of vehicles from Ford, Land Rover, Volvo and Jaguar. Many of us do choose to drive a Jaguar as we are passionate about the product. Jaguar's...
Editorial: A Burden Worth Bearing
For most of last year, the Operating and Financial Review (OFR) was presented as an unprecedented opportunity for marketers to demonstrate their contribution to business success. As well as the financial data that had traditionally dominated annual...
Experiential Marketing: Trials of a Trade Body
The LBEA was set up to provide a unifying voice for the experiential industry. Now the body is accused of failing to meet its stated objectives. It has been a tough 12 months for the Live Brand Experience Association (LBEA). The trade body launched...
Helen Dickinson on Retail: Franchising Offers Foreign Adventure
Franchising has certainly risen in profile recently as a number of retailers have announced their intentions to use this tried-and-trusted method to expand their store base. O2 and BP Connect are among the well-known retail names to recently decide...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. SUPPORT STRATEGY Q: We want to celebrate the opening of a branch with a giveaway of various promotional products branded...
Interactive Works: Yell.com - 'Yellow Pages'
The ongoing use of the engaging James Nesbitt campaign has secured Yell.com a branding stature above and beyond its competition. What I like best about this ad is the ability to take a brand campaign and combine it with a clear call to action to...
Marketing Mix: We'll Call You - Kellogg's Special K
We've overdone it on the brandy butter. Can the Special K Challenge really help us back into our skinny jeans? Kellogg Kellogg's careline, how can I help you? Mktg I've put on a few pounds over Christmas and I'm thinking of doing the Special...
Mark Ritson on Branding: Norse Fire Smokes out Bland Brands
Four years ago Belinda Williams decided to combine her experiences as a caterer, entrepreneur and farmer's daughter to launch the Yorkshire Soup Company. While most soup companies are content with globally sourced, frozen ingredients and mass production,...
Media Analysis: Tesco TV Flaws Show Through
Heralded as an alternative to broadcast advertising, the in-store network has underperformed, reports Jeremy Lee. Despite its best efforts, the outdoor industry is finding it difficult to suppress a sense of schadenfreude at the problems being experienced...
News Analysis: Leaving Birmingham Behind
Will a return to London after 30 years help Britain's premier motor show lure back the big marques, asks Lucy Barrett. Anyone who thinks a motor show is just an opportunity to ogle bikini-clad glamour models, sprawled across a souped-up sports car...
News Analysis: Pinpoint Targeting
Europe's Galileo satellite positioning system will allow for more precise mobile marketing, writes Bill Britt. The world of location-based advertising as portrayed in the film Minority Report, in which ads are personalised to Tom Cruise's character...
OFR: Don't Waste Chance to Prove Your Value
The OFR may not be mandatory, but it gives marketers a unique opportunity to prove their value to business - if they care to take it. Gordon Brown's announcement at the CBI annual conference in November that the government was removing the mandatory...
Opinion: Marketing Society - Big-Match Ties Offer So Much
The recent World Cup draw has already heralded seemingly endless debate about Sven's men's prospects of emulating the 'class of 1966' by holding aloft football's greatest prize. Nobody knows for sure whether David Beckham et al will be back home...
Profile: Here to Stay - Guy Parsons, Chief Operating Officer, Travelodge
More than 6m people a year entrust Guy Parsons to provide them with a stress-free stay and sound night's sleep; it is a responsibility he takes very seriously. While being photographed in Travelodge's Covent Garden Hotel in Drury Lane, the budget...
Raymond Snoddy on Media: ITV's Colour-Coded Look Changes Little
Just when we had got used to those nice blue and yellow colours on ITV, it changes everything. The kaleidoscope is given a shake, and up pops a new shade of yellow, lurid green, burgundy, turquoise and blue - though not all at once. From the start...
Sector Insight: Flavoured Alcoholic Beverages - Taste Test
As the number of young drinkers falls and fashions change, the future of alcopops is uncertain. THE BACKGROUND When alcopops first hit the market in the 1990s they were demonised in the press and adored by the public in equal measure. Blamed...
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