Marketing

Articles from July 8

Adwatch 08.07.09: Santander
Information-heavy ad risks diluting its core message with a distracting Formula One theme. I've had an account with the Abbey for 30 years. Before it was a bank, and before it dropped the word 'National' from its name. I have a relationship with...
Amanda Andrews on Media: Yell's Structural Flaws
The directories group is suffering, but its problems were there before the recession struck. When JR Hartley found a copy of his book Fly Fishing in the well-known 1983 television ad, he had Yellow Pages to thank. At the time, the phone book...
Andrew Walmsley on Digital: A Vote for the Straw Poll
The need for speed is leading many marketers to seek out rapid, non-traditional polling sources. Fellow marketing folk, we've got a problem. Given the choice of four major professions - estate agents, lawyers, architects and marketers - 29% of my...
Big Brother Faces Eviction
As viewing figures for the Channel 4 reality TV show slide, is its demise inevitable, asks Jeremy Lee. After 10 series of Big Brother on Channel 4, the reality show's age is beginning to tell. Audiences for the programme have fallen to their lowest-ever...
Brand Manager of the Week: Astrid Beretta, UK Brand Manager, LoveFilm
- Describe yourself in three words. Honest, outgoing and reliable. - How would you describe marketing? Establish what your customers want and deliver the product or service in a compelling and engaging way. - What advice would you give...
Editor's Comment: Make the Most of Our Expertise
This week Alan Mitchell joins us as a monthly columnist to educate us on his view of how the intricate methods of marketing have to change. His column, Reinventing Marketing (which also extends to a thought-provoking blog on our website, marketingmagazine.co.uk),...
Feeling the Squeeze
Many buyers are finding the door to a new home slammed in their face, as lenders tighten up the terms of their loans, writes Jane Bainbridge. In this current economic climate, there are the haves and the have-nots Those with the smiles on their...
Fresh Pitch for the Ashes
The Ashes' switch from terrestrial TV to Sky presents new opportunities for brands. Few sporting events spark patriotism like the Ashes, and brands have been quick to tap into fans' passions. Brewer Marston's, for example, has jointly launched a...
Getting Back on Track
Emma Harris, sales and marketing director at Eurostar, is returning the brand to advertising as a new era beckons. Interview by Alex Brownsell. Emma Harris, sales and marketing director at Eurostar, is finding it hard to speak: every few minutes,...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. UMBRELLA BRAND Q: Later this year, we will be attending a series of events. Are there any branded items we could give away...
Majestic Wine
The wine company's profits are plummeting as corporate and overseas sales fall off. Predictions that consumers are now spending more time slumped in front of the television drinking, rather than out at the pub, have done little to help the performance...
Marketing Mole: We'll Call You - Woolworths
Mole is babysitting for the extended family this weekend and hoping to take the pups to the cinema. Will Woolie's junior film offer help take the edge off? Woolworths Welcome to Woolworths.co.uk. My name is (name), how can I help you? Mktg Hi,...
Marketing Mole: Who Does Google Think You Are? - Jon Goldstone, Marketing Director, Hovis
- The first and second results push to Goldstone's up-to-date LinkedIn listings. - The third reference is to an article from 2002 about the launch of Walkers Sensations, when Goldstone was Doritos' marketing manager. - The fourth listing refers...
Mark Ritson on Branding: Sad Tale of an Ugly Duckling
Aston Martin's alliance with Toyota is a U-turn that can only damage the classic British marque. Once in a while, a brand strategy is announced that is so stupid, so antithetical to the principles of brand management, that it takes your breath away....
Opinion: The Marketing Society Forum - Could an Environmental Traffic-Light Code for Marketing Work?
The Marketing Society May Day Alliance met last month to discuss an industry-wide code to clarify environmental issues. Now it must find the most effective way to communicate with consumers. NO - TONY TREACY, MANAGING DIRECTOR, IDEAS TO MARKET ...
Radio Faces Online Frontier
Digital radio has an uphill battle to prove its relevance in the online age, but stations are focused on creating truly multiplatform brands, writes Sarah Crawley-Boevey. Commercial radio is at risk of becoming broadcast media's poor relation, with...
Red Bull Eyes Energy Shot Boost in the UK
Can the energy drink flourish in the nascent shots category, asks Joe Thomas. Red Bull is working on the launch strategy for its Energy Shot brand in the UK following its successful US debut last month. The product is the latest in a series of...
Reinventing Marketing: Unravel the Mini-Mysteries Surrounding Effectiveness
Measurability is key to effectiveness, we are constantly told; this is true, but only if we know what we are measuring and why. Don't waste your time asking the wrong questions, writes Alan Mitchell. Mad Sheep Rage. There - what a satisfying way...
The Week in Marketing
- Crimestoppers heroes. Crimestoppers is rolling out a national print and outdoor ad campaign to drive awareness and remind the public that it guarantees anonymity to those who offer it information about crimes. The campaign for the charity, by...
View from the Other Side
What might life under the Conservatives mean for food and drink brands, asks Gemma Charles. Those wanting a glimpse into how a Conservative government would engage with brands to tackle the nation's health problems need look no further than the...
What It's Really like Inside: Magic
- What is the main marketing challenge you face? The commercial radio market is hugely competitive in London. We need to ensure that listeners know how to access the Magic brand through radio, TV and online, so that we remain number one. We also...
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