Marketing

Articles from October 18

Adwatch: PC World - 'Best of Both Worlds'
Ask most traditional creatives which ad in the top 10 they liked the most and I suspect the answer would be Barclays. It is witty,warm and a welcome return to form. Ask them why they thought PC World always seems to be in the top five and regularly...
Andrew Walmsley on Digital: Social Interaction Is Key to Web 2.0
Google's pounds 803m acquisition of YouTube, NewsCorp's pounds 310m purchase of MySpace and the recent rumoured interest in student networking site Facebook, valued at more than pounds 500m, suggest the market is taking web 2.0 seriously. But what...
B2B Marketing: How Trusted Are You?
Consumers can be swayed by offers, but businesses base their buying on their experience of service levels. Achieving preferred-supplier status is the goal of every B2B company But whereas a consumer can be enticed by timely offers and engaging communications,...
Brand Health Check: Five
The broadcaster has lost advertiser interest as its audience has been eroded by multichannel rivals. This week, Five made its conspicuously belated debut into the digital television arena with the launch of Five US and Five Life, but a glance at...
Careers: What's It Really like Inside - Blackburn Rovers FC
Do all of Blackburn Rovers' marketers support the team? We have three Rovers fans as well as supporters of Manchester United, Juventus and Southampton. Bet24.com sponsors the football team. Does the marketing team like to bet on matches? Proper...
Editorial: Futility of Forecasts
There is a parlour game, popular in households that still know where the parlour should be found, that is loosely based on the rules of Consequence or Exquisite Corpse. In the modern version, the first player writes a few lines of a story on a sheet...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. FIREWORKS DISPLAY Q: Our client needs a promotional banner to display at a Bonfire Night event. Who can print it for...
Marketing Mix: We'll Call You - Tate Modern
The gallery has installed five slides as part of an exhibition; will they be too fast and scary for the apple of Mix's eye? Tate Modern Good afternoon, Tate Modern. Mktg I read you've installed a giant slide and I wanted to find out whether it's...
Marketing Sponsorship Manual: Too Much Demand, Not Enough Supply
As brands battle for tie-ups, it can be tempting but costly to dive into the first sponsorship you see. Traditional advertising is facing an unprecedented backlash, forcing marketers to seek out new communications channels that will enable them...
Marketing Sponsorship Manual: Worthwhile Associations
If you're going to splash out on a tie-up, make sure you fully exploit all its attendant opportunities. Sponsorship is one of the fastest-growing marketing disciplines in the UK. It can be the hook upon which a host of other activity can be hung....
Mark Ritson on Branding: Why Regression Can Mean Progress
If there was a prize for the greatest marketing cliche of all time it would probably go to John Wanamaker. It was Wanamaker, followed by about 40,000 marketing executives giving boring presentations, who uttered the immortal words: 'I know I waste...
Media Analysis: Free Papers Bruise Rival Media
London's afternoon freesheets have brought in new readers, but are fragmenting media revenues. The inaugural audited circulations for News International's thelondonpaper and Associated Newspapers' London Lite show that more than an extra 680,000...
News Analysis: Customised Publishing on Rise
Companies are exploiting their extensive databases to better segment their customer magazines, writes Bill Britt. Last week multichannel broadcaster Sky joined a small, but growing, band ditching the one-size-fits-all approach to customer publishing...
News Analysis: More Than Just a Cheap Night
Mid-market players are going on the offensive in response to the price-driven budget hotel model. The no-frills business model implemented so successfully by airlines Ryanair and easyJet has been replicated in other sectors with mixed results. But...
Opinion: Marketing Society Forum - How Valuable Will YouTube Be to Marketers?
Google's pounds 883m purchase of video-sharing site YouTube will expand the online options for advertisers, offering a monthly audience 72m strong. NORM JOHNSTON, MANAGING DIRECTOR, MODEM MEDIA YouTube is a brand and platform that is populated...
Profile: Firebrand of a Foodie - Paul Davies, Brand Director, Sharwood's
Not many marketers would make a decision without being 100% sure of all the facts. For such a marketer to operate within a company traditionally known for embracing consensus makes Paul Davies something of an anomaly. However, Sharwood's impatient...
Raymond Snoddy on Media: Rap Hit Should Quiet Mobile Sceptics
Until now it has been perfectly reasonable to be sceptical about the future of mobile content. A bit of news, a touch of sport and perhaps some music downloading, but hardly anything to set the world alight. It all seemed like a case of the big...
Sector Insight: Soup - Striving for Year-Round Growth
Sales of chilled, fresh and premium soups are rising, but the market is still strongly seasonal. THE BACKGROUND As winter approaches, there will almost inevitably be an upturn in soup sales, but the sector is struggling to maintain healthy year-round...
Youth Marketing: What's under the Hood?
Getting into the minds of urban youth is a major challenge for marketers from a different world, writes James Curtis. Urban youth is one of the most important, but perhaps least understood, segments of society. And not just for marketers. Society...

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