John Shannon’s opinion (“Say it loud and keep it simple” MW October 5) made interesting reading. According to him, the time has come for us marketers to revert to a caveman’s approach to consumer communications if we are to maximise any sort of message penetration. While I agree that there are several challenges we face, […]
Brand recognition has been rated as a critical factor when purchasing online, according to a study on the Internet conducted by The Telegraph Group. Almost 70 per cent of those who have purchased online ranked credit card security as their greatest concern while a similar percentage said it was important to buy from a well-known […]
It may look like another minute tweak of the TV control button, but the resulting picture emerging for sponsorship is incomparably bigger and better. So much so that, in five to ten years’ time, the Independent Television Commission’s latest relaxation of TV sponsorship guidelines may seem a turning point in the fortunes of these obliquely-crafted […]
Many in the corporate hospitality industry believe the new Government anti-corruption legislation will not affect them, but without clear guidelines in place it is impossible to tell.
National boundaries will be no obstacle, thanks to Internet advances that promise to have vast potential for data capture and market research across Europe.
Marketing consultants – despised by some, revered by others. But when time and resources are short, they can bring on board a wide portfolio of brand-development skills, advanced research techniques and valuable expertise. Can you afford to be
I read David Kilburn’s column, “Never mind TV ads: paint a cow” (MW October 12), with great interest, but I couldn’t shake the feeling that this is just the sort of thing that gives the marketing industry a bad name. The gist of the piece was that rural India represents a huge marketing opportunity for […]
I agree with your analysis piece on Marks & Spencer’s “naked” ad (“Naked launch may be bad fit for M&S” MW October 12).
Next year will be an exciting time for character licensing, with the release of two sure-fire film blockbusters. But the licensors need to learn from the mistakes of the past.
The chief executive of Tomkins has resigned. But what was more questionable: the method of his exposure or his alleged misdemeanours?
Typhoo is rolling out a range of speciality teas that have so far only been available at its t-fresh café in the Millennium Dome. The range, which will hit supermarket shelves early next year, will feature the Millennium Blend flavour, along with Earl Grey, Ceylon, Kenyan, Darjeeling and Nilgiri variants. Despite the Dome’s problems, Typhoo […]
If it is possible to pass off a circus tent for a structure that is the ‘envy of the world’, think how much money the NMEC could have saved.
TV commercials look heavily on the defensive, thanks to the ITC’s progressive relaxation of programme sponsorship rules, not to mention new technology such as a video recorder that can fast-forward through ad breaks. But experts say sponsorshi
Tetley’s Bitter has relaunched its smoothlydoesit.co.uk website in order to develop an online consumer database and reinforce its offline advertising and status as the official Beer of England Rugby and the England Team. The new-look site focuses on the brand advertising theme of “Smoothly Does It”, with a range of interactive content and features requiring […]
Beenz.com, the online loyalty currency specialist, has announced its move into the offline high street. The move follows the launch of “beenzCode”, a patented technology which allows businesses to reward consumers digitally through alphanumeric codes printed on product packaging that are hidden from view until the purchase has been made. This means “beenz” can be […]