Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

Marketing's comprehensive digest of the most significant industry news from the past seven days.

- Dulux targets emotions

Dulux is focusing on consumers' emotional connection with painting and home decoration, in what the brand claims is its biggest UK marketing push for 15 years, writes Loulla-Mae Eleftheriou-Smith.

The work, the first from Dulux since it appointed Bartle Bogle Hegarty to its ad account, shows consumers transforming their homes for the price of a tin of paint - changing bedrooms into 'boudoirs' and children's rooms into 'jungles'.

Dulux's UK marketing director, Letty Edwards, told Marketing that in tough financial times, redecorating represents a 'small change' that consumers can make in their homes, which the brand hopes will carry positive emotional consequences.

The campaign also marks the return of the Dulux dog, which was omitted from the brand's 'Let's colour' global brand campaign in 2010, but appeared in its 50th anniversary activity last year.

- Apple reveals 'new' iPad

Apple launched its third-generation iPad last week in a development that is set to expand the tablet device market and open up mobile marketing opportunities, writes Matt Chapman.

The device, dubbed 'the new iPad' by Apple chief executive Tim Cook, will roll out in the UK on Friday (16 March). The subsequent reduced price of the iPad 2 is expected to attract more consumers to the tablet market.

Apple's latest iPad features a higher-definition 'retina' screen and quad-core processor, making the device a more attractive proposition to magazine and newspaper publishers and the gaming industry, due to faster speeds and enhanced image quality.

Chris Lawson, content, sales and marketing director at Guardian News & Media, believes Apple is now in 'a two-horse race' with Amazon's rival Kindle Fire device.

The challenge for brands lies in where to focus development and marketing investment due to the 'incredible' popularity of both devices, according to Lawson.

- C4 to screen catch-up channel

Channel 4 will launch its first new television channel since 2005 later this year, featuring catch-up content scheduled on the basis of social-media and viewer feedback.

Content on the 4seven channel will be based on programming that has been screened on C4 in the past seven days, but will not include any More4 or E4 programmes.

Advertisers are expected to be charged the same amount for ad slots as they are on C4, rather than receiving the cheaper ad rates charged by More4 and E4.

C4 chief executive David Abraham said the broadcaster views 4seven as 'an adaptation of C4 in the realm of +1', rather than a separate channel such as More4 or E4.

The broadcaster believes there is a 'gap' in the market for such a channel because, it argues, the variety of programming it shows means its 'lighter viewers' are missing out on content.

The transmission hours will be decided over the coming weeks. MC

- ASA clears Snickers

Snickers has been cleared by the ASA over complaints about promotional tweets made on behalf of the brand from the Twitter accounts of celebrities such as model Katie Price and footballer Rio Ferdinand, writes Alex Brownsell.

The Mars-owned chocolate brand was subject to two complaints about the tweets. The brand ambassadors tweeted about unusual topics before publishing: 'You're not you when you're hungry @snickersUK #hungry #spon.'

Snickers was investigated over whether it should have revealed the 'teaser' tweets were promotional, but the advertising watchdog ruled the brand had made it sufficiently clear in the fifth and final tweet that it was an instance of advertising.

- VisitEngland lines up star ads

Culture Secretary Jeremy Hunt and Tourism Minister John Penrose last week launched a pounds 5m VisitEngland campaign aimed at driving domestic tourism during the Olympic year. …

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