Marketing

Articles from October 24

Adwatch: MasterCard - 'Hired or Fired'
The other week was a particularly onerous one at work: I left home early, I came home late. It was early enough that my children were asleep when I left and late enough so that they were the same way when I returned. I write all this by way of describing...
Andrew Walmsley on Digital: Kids' Virtual Worlds Are Maturing Nicely
The 3-D environments of online communities such as Second Life and World of Warcraft have made positive headlines in the past year, and marketers have wrestled with the implications for brands and their opportunities in untapped markets. However,...
Brand Health Check: Magners
The over-ice cider brand has become a victim of its own success as imitators steal its share, writes Gemma Charles. Magners, the pioneer of the over-ice cider category, is being forced to cope with a decline in its fortunes after a startling period...
Careers: What's It Really like Inside - Thomas Cook
- How has the marketing department changed since Thomas Cook merged with MyTravel? Let's put it this way - the range of cosmopolitan accents in the office has increased. - What areas has the merged marketing department been focusing on? Our...
Conference Preview: Lead by Example
Making environmental sustainability part of a brand's production process will increase consumer engagement. Book now to find out how to devise and implement key sustainable practices. Call 020 8267 4011. To appeal to today's increasingly responsible...
Editorial: Doing Content for the Kids
McDonald's called the Marketing office last week, unhappy with our news story 'McDonald's to rejig kids site' (Marketing, 17 October). The company has taken umbrage with the phrase 'exploit a loophole in (Advertising Standards Authority) codes'....
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. PERFECT TRANSLATION Q: We are an accessories company based in London and Paris. The Paris office has created a TV ad...
Marketing League Tables: Digital - Digital Leagues
Digital has recorded huge growth this year as agencies reap the rewards of the medium's elevated status. In years to come, 2007 may well go down as the year in which digital truly entered the mainstream. With online adspend increasing by pounds...
Marketing Mix: We'll Call You - Johnson's Baby
Mix has just become a dad and wanted some reassurance about using products with a potentially harmful ingredient. JB: Hello, you're through to Johnson's Baby, how may I help you? Mktg: Hi, I'm ringing up for some information on a baby product...
Mark Ritson on Branding: Bottled Water Beware: Tap Is Back
Few categories can match the explosive growth of bottled water. Since 2000, sales have increased by 60% and the industry is now worth in excess of pounds 2bn a year. Drinks consultants are predicting that global consumption of bottled water will...
Media Analysis: BBC's Timing Called into Question
The broadcaster has come under fire for applying a commercial slant to its Saturday-night schedule. The battle over Saturday-night TV ratings moved up a notch last weekend when The X Factor's Simon Cowell launched a scathing attack on the BBC in...
News Analysis: MMO: Moving Measurement On?
Dunnhumby's 13m-household evaluation tool has stoked fears that it will fuel short-termism. Jane Simms reports. Dunnhumby believes the launch of its marketing effectiveness evaluation tool, Marketing Mix Optimisation (MMO), will prove invaluable...
News Analysis: Olympic Challenge
Is Kodak's decision to end its 100-year tie to the Games a sign that the event's appeal is dwindling, asks Ed Kemp. Last week, Kodak announced that it was ending its 112-year association with the Olympics after the conclusion of next year's Games...
Opinion: The Marketing Society Forum - Should Advertisers Be Allowed More Leeway on Green Claims?
As brands clamour to communicate their green credentials, the cries of greenwash from consumers and environmentalists are getting louder. DAVID HUTCHINSON, GLOBAL MARKETING DIRECTOR, COSTA COFFEE As the temperature on the green debate rises,...
Profile: Driving Heritage Forward - Scott Harvey-Nicholls, Marketing Director, Elizabeth Arden UK and Ireland
Not only does Scott Harvey-Nicholls share his name with one of the UK's most famous fashion stores, he is responsible for marketing one of the world's biggest beauty brands. Drafted in to his current role last month from Elizabeth Arden's office...
Raymond Snoddy on Media: Web Ads Give BBC a Sporting Chance
Thank God it's all over. The terrible burden of having to do your duty as a respectable citizen and watch sports you don't like and haven't the slightest interest in has been lifted once more. Those great hulking brutes with cauliflower ears rolling...
Sector Insight: Seasonings - Home-Cooking Boosts Seasonings
Salt sales are declining, but the revival of freshly cooked meals is buoying the sector overall, writes Jane Bainbridge. THE BACKGROUND Heightened consumer concern over the health implications of their diet has resulted in mixed fortunes for...
Women: Thoroughly Modern Mothers
An exclusive survey for Marketing has shown brands are continuing to miss the target when aiming to reach mothers. The word mother is emotive and a concept that the marketing industry has all too often sought to portray through a series of well-worn...
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