Marketing

Articles from April 26

Adwatch: Cadbury Dairy Milk - 'First Taste, First Love'
I asked a few people if they had seen this ad and most, after straining for a moment, replied: 'Yeah, I think I've seen it ... it's got quite a good track.' And, really, this review could end now. There isn't much more to say about it. Except that...
Brand Health Check: Dolcis
The shoe retailer is losing sales to high-street clothing chains as they extend their fashion empires. James Quilter reports. There was a time when women going out specifically to buy shoes made a bee-line for a specialist store such as Dolcis....
Careers: What's It Really like Inside - O2
What is it like marketing a brand in such a competitive sector? Working in the telecoms market is exciting, as it is an extremely fast-moving sector. When we launched as O2 in 2002 we took the market by storm and it is vital that we build on that...
Conference Preview: Mature Investment
Marketers must re-assess the over-50s market as the baby-boomer generation nears retirement. Book now to find out how to tap into this fast-growing, wealthy market segment. Call 020 8267 4011. Confusion remains about how best to target the over-50s,...
Editorial: Retail's 'Marketing Tax'
There are certain payments in life that feel unfair: flat-rate Tube or bus fares when only travelling a single stop; an equal contribution to the cost of a new lift when you own the ground-floor flat; the 'booking fee' added to the price of every theatre...
Helen Dickinson on Retail: Hire Firms Tap into Voracious Appetite
Much has changed in the retail sector in the two years since my predecessor as head of retail at KPMG first wrote this column, as tastes have evolved and the internet has continued to develop. The changes have led to the emergence of a new type...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. SOUND TRACKS Q: We regularly need to source music for TV and radio ads, as well as viral films. Is there a music equivalent...
Marketing Mix: We'll Call You - Nescafe
We rang Nestle's coffee brand to find out how it can provide us with fashion advice and an old-fashioned pick-me-up. Nescafe Good morning, can I help? Mktg Your current TV ad features Trinny and Susannah offering the chance to win a pounds 10,000...
Mark Ritson on Branding: One Easy Step to Predicting Success!
There are two disparate sources of management insight that a marketer can turn to for advice. The first is the proven, academic corpus of business writing that uses rigour and science to guide management thinking. Journals such as the Harvard Business...
Media Analysis: Couture Clash
Grazia is struggling to balance its premium lifestyle positioning with readers' hunger for celebrities. With a cover price of pounds 1 and a promise to spill the gossip on Brad Pitt and Angelina Jolie's possible split, the latest edition of Grazia...
News Analysis: McDonald's Takes Online Gamble
The fast-food chain's tie with a girls' website could play into the hands of health pressure groups. As Jamie Oliver discovered, little raises the ire of Britain's chattering classes quite so much as the issue of what we feed our children. Given...
News Analysis: Second-Tier, Second Rate?
As FIFA begins the search for eight secondary sponsors, Drew Barrand asks whether they will get value for money. When FIFA announced that it was to restructure its World Cup sponsorship programme post-2006, many eyebrows were raised at the pounds...
Opinion: Marketing Society - Policies Fail without Buy-In
By anointing a young leader, Conservative Party members have perhaps got more than they bargained for. In updating his product with radical policies, David Cameron is behaving like all good marketers fresh to a role but, at the same time, is bravely...
Profile: Brand Cultivator - Dave Mathews, Marketing Director, Cahoot and Abbey.Com
The drab four walls of a bank are the last place you would expect to meet an outdoorsy animal lover. But this is just where Cahoot and Abbey.com marketing director Dave Mathews spends his week. The 45-year-old commutes between his bachelor pad in...
Raymond Snoddy on Media: Market Forces Risk Freeview Allure
The sheer volume of consultations and decisions that stream out of Ofcom make it a full-time job just trying to keep up with the communications regulator's pronouncements. But two that oozed out last week are worthy of note. Ofcom plans to crack...
Retail: Must Suppliers Pay the Ad Bill?
Retailers are putting intense pressure on their suppliers by demanding an ever greater contribution toward promotions, writes Jane Simms. Marks & Spencer's announcement last month that it was imposing a 0.5% 'marketing allowance' on all suppliers...
Sector Insight: Cereal Bars - on the Move
The cereal bar market is expanding rapidly as healthy on-the-go snacks rise in popularity. Jane Bainbridge reports. THE BACKGROUND Manufacturers are falling over themselves to provide innovative products to satisfy consumer demand for healthier...
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