Magazine article Marketing

Facing the Future with Confidence

Magazine article Marketing

Facing the Future with Confidence

Article excerpt

I would like to say a few words about the way advertising is viewed in the business environment. It would be wonderful if its benefits were widely accepted, but they are not. The inside cover of Mr Heseltine's White Paper on competitiveness, published last year, contains the following quotation from the Prime Minister's speech to the CBI Annual Dinner in 1993:

"You create world class companies, but, in a thousand ways, the decisions that we take in government can help you or hinder you. So we too are part of Britain's competitiveness. All our policies - not just our economic policy - need to be focused on the future strength of the British economy".

But the White Paper contains not one mention of the role of marketing and advertising in promoting competitiveness. Quite simply, we have to convince the President of the Board of Trade of the contribution made to competitiveness by marketing and advertising.

Healthy argument

The new ITC rules on television advertising were published last week. A leader in The Daily Telegraph pointed out that, while sex, violence and bad language remain staple television fare, over-indulgence is not funny anymore. Under the new rules, Harry Enfield piling Dime Bars into a supermarket trolley is unacceptable.

But even the removal of fun from such advertising is not enough for the National Food Alliance, which received wide publicity for calling for a ban on all advertising of certain foods when children are likely to be watching television.

This is not the first time that the NFA has seized the initiative in calling for a ban on advertising. The Health of the Nation initiative, a White Paper which everyone should welcome and in which the food and advertising industries should have a particular interest, was exploited by the National Food Alliance to make an attack on the ethics of food advertising, particularly to children.

The Health of the Nation strategy identified five key areas for action.

* Coronary Heart Disease and Strokes

* Cancers

* Mental Illness

* HIV/AIDS and Sexual Health

* Accidents

Not advertising, not advertising to children, not even food.

The Telegraph leader concludes that there are countless bodies, longing to get their hands on the levers of broadcasting, who will draw comfort from the ITC's edict on those who over-indulge. What about those who drink? Or like driving fast cars? Or enjoy eating meat? Their turn may come.

Little acorns

It might be that advertising only directly employs a handful of people in the West End and some provincial centres, but it oils the wheels of employment for many millions in manufacturing and services industries - big companies and small. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.