Marketing

Articles from December 4

Advertisers Rail at Joint TV Airtime Sales Ruling
Advertisers have issued a last-ditch condemnation of the lifting of rules preventing joint selling of TV airtime, as an Ofcom decision looked set to trigger a further round of sales house consolidation in 2004. The announcement by Ofcom this week...
ADWATCH: Iceland Recommits Itself to Value-Conscious Mothers
The frozen food retailer's ads explain how its deals can help families get more for less, writes Sam Solley. Iceland has unveiled a fresh look for its 'deal' promotions in a TV and radio campaign, one of several strategies backing the frozen food...
ANALYSIS: Quality Papers Shrink to Grow
How will tabloid editions affect broadsheets' brand values and advertiser appeal? Poppy Brech reports. As The Times and The Independent report early sales rises following the launch of tabloid editions, small certainly seems to be beautiful for...
AOL Beats ISP Rivals to Offer Faster Broadband
AOL UK has become the first leading ISP to launch a super-fast broadband service for the mass market, beating archrivals BT and Freeserve. Until now, 1Mb broadband, which operates at faster speeds than linear broadband, enabling bigger files and...
BBC Extends Coverage of Digital Radio Network
The BBC's national digital radio coverage expanded by 1.2 million listeners in November, following the addition of four new transmitters, taking its footprint to 70% coverage of the UK population. Since the BBC began its digital radio network expansion...
BEYOND THE KITCHEN: Celebrity Chefs Have Become Brands in Their Own Right. What Qualities Do They Need to Last, Asks Robert Gray
The concept of the celebrity chef is by no means new. A hundred years ago Auguste Escoffier was making French cuisine world-famous and some of the dishes he created, such as Peach Melba and Tournedos Rossini, remain culinary classics. But while...
BRAND HEALTH CHECK: Hyundai - How Can Hyundai Stop Being So Anonymous?
A five-year warranty offer is not enough. Hyundai must develop its brand equity if it is to truly challenge the leading marques. Will an agency review help, asks Jane Bainbridge. It might have agreed the use of The Velvet Underground's catchy I'm...
Cadbury to Scrap Get Active Tokens
Cadbury is to overhaul its Get Active cause related marketing programme, dropping the controversial token-collection element, which was vilified in the national media at its launch earlier this year. The confectionery firm has vowed to extend other...
CAREERS: Company CV - Bmi
Bmi is the UK's second-biggest scheduled airline. It operates more than 2000 flights a week to 28 national and international destinations, using a fleet of 41 aircraft. The airline's main operational base is Heathrow, where it holds 14% of take-off...
CONFERENCES AND EXHIBITIONS: After the Event
How should data be captured at exhibitions to benefit follow-up activity? It's the end of day one at the exhibition. Your stand has been buzzing and your staff have been unstinting in their efforts to meet and greet, using their light pens to capture...
EDITORIAL: Compact Qualities Must Show Value to Win Ad Costs Fight
The re-sizing of Britain's broadsheets to a compact format is the most significant development in newspaper publishing of recent years - you may take your pick as to whether the previous publishing landmark was the launch of the free morning papers...
MARKETING MIX: Pen Portrait - Ian Millner, Iris
Ian Millner is joint managing director of marketing communications agency Iris. He rose up the ranks to new business director at below-the-line agency IMP after joining in 1993, before setting up Iris in 1999. Iris' clients include Shell, Puma, Sony...
MEDIA: Times Hit by Advertiser Rebellion over Charges
The Times' launch of a compact edition has turned into a PR disaster after the paper imposed additional production charges on advertisers to place their ads in the tabloid. The Incorporated Society of British Advertisers (ISBA) has urged its members...
OPINION: Brand Success Is Founded on a Simple Formula
Last week, BMW's chief executive, Helmut Panke, defined his view of brand management in an interview with The Wall Street Journal. 'The most important role of senior management, not just the chief executive, is to understand that the brand isn't...
OPINION: ITV Must Balance Commercial Impacts Focus with Creativity
City analysts will soon be carrying out a revaluation of ITV plc, following the announcement that the target for merger savings is going to be pounds 100m rather than a mere pounds 55m. The extra savings will be bad news for the hundreds of staff...
OPINION: Marketing Society - Corporate Rules Must Not Hinder Creativity in Ads
It was perhaps inevitable, given today's nanny state mentality, that the influence of corporate guidelines should have taken such a grip over an industry that purports to celebrate the originality, freedom and effectiveness of creative thinking. The...
OPINION: Welcome aboard Segmentation Airlines - Enjoy Being Targeted
This week's column comes to you from Qantas flight QF010, 37,000ft somewhere above the Pacific Ocean. I am on my way to Adelaide to attend ANZMAC; the major antipodean marketing conference (more of this next week). Unfortunately, my meagre expense...
PROFILE: Renaissance Woman - Kay Downs, Managing Director, Remington UK
For a company seeking its third managing director in three years, Kay Downs' reputation as a marketer capable of turning around brands in long-term decline made her an obvious choice. Radox, Brylcreem and Douwe Egberts are among those to have benefited...
Services Helpline
City sampling Q: I need to conduct a high-profile marketing campaign targeting busy City workers. Our latest product is perfect for those who have very little time and if we could target this type of person, it would do our product no end of good....
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