Marketing

Articles from February 20

Adwatch: Confused.com - 'Gas and Electricity'
As someone brought up in a house where the only source of heating was a three-bar fire in the front room, and the third bar famously went on only briefly one night in January 1973 when my grandad's Woodbine froze to his fingers, I'm not that fussed...
Andrew Walmsley on Digital: Everyone Loves a Freebie
In November, Rupert Murdoch announced that following News Corp's acquisition of The Wall Street Journal he 'expected to make it free'. I wasn't present, but I doubt there were many gasps of surprise from the audience. More interesting was the recent...
Biggest Advertisers: Top 100 Advertisers
While many brands boosted their advertising spend in 2007, leading to overall growth of nearly 3%, an increasing number have begun to cut their promotional budgets in preparation for tougher times ahead. Gloomy predictions of economic downturn and...
Brand Health Check: Digital Radio
GCap says the DAB platform is not economically viable, but the BBC and C4 still back it. Who is right? News that GCap chief executive Fru Hazlitt is effectively abandoning the group's digital radio operations has sent reverberations around the broadcast...
Careers: What's It Really like Inside - Walkers
- What is the main marketing challenge you face? Consumers are bombarded with facts about health, so the challenge is to present simple, clear and honest information that allows them to make informed decisions. - How do you come up with fresh...
Conference Preview: Taming Technology
Digital can provide marketers with extended consumer reach, but only if used with precision, writes Joe Thomas. Book now to hear how to maximise the potential of technology for your brand. Call 020 8267 4011. The rapid evolution of technology...
Editorial: The Northern Rock Headache
After months of speculation and wavering, the government has finally decided that it will take stricken bank Northern Rock into public ownership - a temporary measure that it claims is in the best interests of customers and taxpayers. The decision...
Experiential Marketing: Plan Now, Enjoy Later
For marketers looking to improve consumer engagement with their brands, involving experiential specialists from the earliest stages of campaign planning can provide valuable results. For years, it was all about the TV spot: brands treated experiential...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. BUS TICKET Q: We have used posters for years to promote events at our theatre, but now we want to experiment with bus-sides....
Marketing Mix: We'll Call You - Jordans
Can the brand's latest muesli live up to its name and, in the words of 80s songstress Sinitta, make Mix 'so macho'? Jordans Hello, Jordans, how can I help? Mktg Hi, is this customer services? Jordans Yes it is. Mktg Hi. I've just seen that...
Mark Ritson on Branding: Can Eiken Give Stella Her Groove Back?
What to do about Stella? Back in the 80s she was a classy girl with a faint European accent and alluringly expensive taste. Most British men could not get enough of her. But, as befalls most successful brands at some point, Stella is now having...
Media ABCs: Good Housekeeping Closes Gap on Glamour as Glossies Recover
Women's monthlies came out fighting in the latest ABCs for the period July to December 2007, with Conde Nast's Glamour maintaining its number one position. The handbag-sized title topped the sector, with a 1% period-on-period increase in circulation...
Media ABCs: ShortList Misses Debut Target as Men's Monthlies Struggle
The battle-scarred men's magazine market was buoyed in the ABCs for July to December 2007 by the October launch of free title ShortList, which fell just short of its 500,000 circulation target, bringing 462,731 copies to the market. However, agencies...
Media Analysis: Older and Wiser?
The latest ABCs show a shift in the fortunes of lads' mags and the more upmarket lifestyle titles. The chances are that in the weekend's papers, any alarmist headlines about binge-drinking will be accompanied by images of women, rather than men,...
News Analysis: Brands, Camera, Action
Tesco is not the first brand to feature in a TV show, nor will it be the last, but the pursuit has its risks. For brands, perhaps due in no small part to the vanity of their respective marketing directors, the allure of being the 'star' of a TV...
Opinion: The Marketing Society Forum - with England out of Euro 2008, Is It Worth Advertisers' Time?
Since England's failure to qualify for Euro 2008, marketers may have been left wondering whether the football tournament can still offer them any genuine opportunities. ROBIN AULD, SALES AND MARKETING DIRECTOR, DOMINO'S Yes, there are definitely...
Profile: Healthy Competitor - Simon Eyles, Marketing Director, McCain Foods
Of all the jobs to have in these health-conscious times, marketing chips - which, alongside burgers, are the poster boys of a lardy diet - would seem to be a tough, unenviable task. But Simon Eyles, marketing director of McCain Foods, has somehow managed...
Raymond Snoddy on Media: It's Time for B2B to Tackle Its ABCs
All the headlines concerning magazines over the past few days have been about consumer titles. Is New Statesman really staggering now? Has What's On TV had it, and was the relaunch of Esquire really that good? Meanwhile, it seems that hardly a word...
Sector Insight: Personal Loans - Lenders Set to Feel the Crunch
Economic uncertainty is leading consumers to approach personal loans with growing caution. THE BACKGROUND The global credit crunch is already making an impact on British borrowing. As the economy heads for a slowdown, the UK, a nation in which...
Sprite and 7UP Draw Battle Lines
Coca-Cola and Pepsi are preparing for a clash in the lemon-and-lime carbonates market over the next two years by increasing investment in their respective Sprite and 7UP brands. Coca-Cola plans to spend heavily on the global relaunch of Sprite next...
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