Daewoo decided to play to its strengths and steer clear of ‘fantasy’ advertising when preparing for UK launch. Its aim was to position itself as a customer-focused car maker that would appeal to a public with an ingrained suspicion of car deal
Accused of complacency and under pressure to boost ratings, ITV has reluctantly accepted the need for a marketing strategy to win and retain viewer loyalty. Marketing Week asked three industry players to give their overview and to offer advice
BYLN: by Jon Rees
Direct-response TV is growing so fast, those in the industry are finding it hard work to keep pace – with vital customer calls being lost. Simon Rines finds communication between client, bureau and ad agency is the key to winning campaigns
Aware of the public’s increasing willingness to deal with financial matters over the phone, Colonial has gone direct. As Sophie McKenzie reports, the benefits of selling services from one central office cannot be overstated
When it comes to the art of spin doctoring, politicians have a lot to learn from the likes of PR supremos Mrs Carling and Ms Yates
Clive Whittaker, marketing director of Grand Metropolitan Foods
Some say that radio is in the ascendant while others claim people are turning off. Meg Carter looks at the true picture
Bob Sinclair, Director, membership sales and marketing at the AA
BYLN: By Helen Jones