Marketing

Articles from February 22

Adwatch: Burger King - 'Peep Show'
The English suffer from a peculiar disease: if we fail to understand something, it must be rubbish. I have just finished watching the latest ad from Burger King's current campaign and I am afraid it has brought on a severe attack of Englishness...
Automotive: The Road Less Travelled
Honda's iconoclastic ads have broken the mould of bland homogeneity that has long afflicted the motor industry's marketing. The marque's rising market share should sound a salutary warning to bigger rivals, writes Jane Simms. The typical automotive...
Brand Health Check: Ryanair
The carrier has never shied from controversy, but a damning TV show could have done it great harm, writes Joanna Bowery. Ryanair's reputation was on the line last week after Channel 4's Dispatches programme uncovered security lapses, dirty aircraft...
Careers: What's It Really like Inside - the London Dungeon
Do you visit the dungeon? If so, do you get scared? We go into the dungeon all the time to show third parties such as film crews and music bands around. If we are having a bad day, there is always the option of dressing up as a 17th-century monk...
Editorial: Creativity over Convention
A recent discussion in Marketing's offices on the quality of Honda's advertising went something like this: 'Did you see the full 'Impossible Dream' ad last night? Superb. I nearly stood up and cheered when the hot-air balloon rose out of the canyon.'...
Helen Dickinson on Retail: Tesco Carries UK Hopes into the US
Nowadays, it seems as though I can hardly go a day - let alone a week - without hearing someone talking about emerging markets. From China to Romania, India to the Ukraine, emerging markets are 'in' and everyone is very excited about the opportunities,...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. MODEL PERFORMANCE Q: We want to promote our latest smoothie range at an outdoor event this summer. Who can help us?...
Marketing Mix: We'll Call You - Betty Crocker
We're planning a children's party. Can Betty Crocker give us any tips on how to cook up a banquet for the kids? Betty Crocker Thank you for calling the Betty Crocker careline. Can I take your name please? (Marketing provides details.) How can...
Mark Ritson on Branding: Think You're Unique? You're Not Alone
When Edward Perry launched his ready-made food business in 1997 he was, by his own admission, spectacularly naive. He underestimated everything from the amount of funding he needed to the importance of a business plan. Today, however, with more...
Media ABCs: Lads' Monthlies See Circulation Drop as Weeklies Pick Up Slack
The monthly men's lifestyle magazines sector has had a difficult six months, according to the latest ABCs, for July-December last year. Emap's market-leading title FHM suffered a drop in circulation of 10.6% to 500,865, reflecting a depressed market...
Media ABCs: Women's Glossies Lose Ground to Weeklies as Growth Falters
The boom in sales of women's glossy magazines in the first half of 2005 came to a halt as the year tailed off. Sales in the sector rose only 1% in the June-December period, compared with a 4.2% lift in the thriving women's weeklies sector. Dawn...
News Analysis: Ethical Investment
M&S, Oasis and Topshop are launching fair trade clothing ranges to tap into a fast-growing market. When three rivals enter the same market within a matter of weeks, you have to wonder whether someone has been up to a spot of competitor intelligence....
News Analysis: Google Expands Its Horizons
The search engine is tying up with Vodafone to exploit the prodigious potential of mobile search. Ben Carter reports. Seemingly not content with its domination of search on the internet, Google is now turning its attention to mobile, with its announcement...
Opinion: Marketing Society - TV's Future Is Online
The success story of the past two years has been the phenomenal growth of internet business and marketing. Last year, pounds 1bn was spent on online advertising, reflecting the shift of retail spending from the high street to the web. But with three-quarters...
POP: Proof of Purchase
The POP industry is having to find ways to measure ROI to move up media planners' schedules. Robert Gray reports. It has become something of a retail cliche that nearly three-quarters of purchasing decisions are made in-store. While it is undeniable...
Profile: Sweet Diplomat - Trish Fields, Director of Consumer Impact, Cadbury Schweppes
Trish Fields is on the front line when it comes to the single biggest issue facing food marketers: obesity. As director of consumer impact at Cadbury Schweppes, she cannot avoid the media's obsession with healthier eating. With the expansion of...
Raymond Snoddy on Media: Regionals' Reputation Needs Repair
At least the Daily Mail and General Trust (DMGT)has not lost the capacity to surprise. First it marched regional newspaper division Northcliffe Newspapers up the hill - to the total astonishment of almost everybody. Then, having caused internal...
Sector Insight: Hairstyling Products - Cutting Both Ways
As women's use of hairstyling products declines, the market is looking to men to take their place. THE BACKGROUND Hairstyling products market were worth pounds 275m last year, but despite being firmly on the fashion agenda, their use among women...
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