Month: March 2006

It’s still looking promising for radio advertising

Marketing Week

The advertising fraternity will welcome the recently released TouchPoint survey from the Institute of Practitioners in Advertising. This much appreciated and insightful study of media consumption habits should prove an invaluable planning tool, especially considering the diversity of media available to consumers today. Among the findings, it was interesting to note that people still use […]

Beware of boomerang billing to retain clients

Marketing Week

David Wethey’s recent article “Redefining relationships at a time of constant change” (MW March 16) raises a lot of interesting questions but fails to offer definitive solutions on how to extend the life of the client/agency marriage. In an industry that measures performance on creative brilliance, many agencies feel they can rest on their laurels. […]

Directories lead on find as well as search

Marketing Week

Search marketing has created enormous value both for internet users and online advertisers. Especially for advertisers, the results of their spend are equitable, reasonable and measurable. However, it is directories that are leading the way both in technology terms and by exploiting and developing new media channels (MW March 9). No single one of us […]

Masterfoods could market Galaxy better

Marketing Week

I usually avoid expressing my views in Marketing Week, but I was taken aback by your article (MW March 16) in relation to the relaunch of flagging Galaxy Promises. The current range of “brown on brown” is a very familiar dilemma. No wonder it is failing to attract customers. â¢Where is the balance, contrast and […]

The drinks industry is gearing up for the ban

Marketing Week

I was interested to read that “pubs are looking to cash in on the Government’s smoking ban by offering advertisers space in outdoor areas” (MW March 2). Your report only touches on an issue that is going to become significant for the drinks industry during the next 12 months. When a significant proportion of the […]

Tesco does it by the book to silence critics

Marketing Week

Rumours abound that Tesco is set to introduce a bumper catalogue of non-food items in the UK, pitching itself against the likes of Argos. A launch is predicted some time in the next year, although there are few clues about the product ranges, or fulfilment arrangements. But while Tesco refuses to confirm such a move […]

Is GoldenPalace ready for this slushy affair?

Marketing Week

Despite all the hoo-hah about the World Cup, Freddie Flintoff and his merry men, the women’s curling team and Javine winning The Games, there is still only one sport that truly moves the Diary: the noble and ancient art of bog snorkelling. Sadly, this sport, like all others in this commercial age, needs sponsorship to […]

A paper that keeps its word

Marketing Week

In a world where brands call pitches almost yearly, and agency relationships are often, as Thomas Hobbes would have said, nasty, brutal and short, it’s nice to bring news of an enduring relationship. This month marks the silver anniversary of the marriage between the Daily Mail and FCB, which won the business back in 1981 […]

Thetrainline covers its own tracks

Marketing Week

The Diary often lies awake at night fearing the arrival of the day when machines take over, and a sadistic breakdancing robotic monkey with aerials and disposable thumbs takes over the job. So it was slightly reassuring to see that despite the march of technology, not everything in the modern world has become computer-based and […]

Widening the target

Marketing Week

Already the cider market leader, Strongbow has unleashed a major ad drive and an ‘on-the-rocks’ makeover, to attract young drinkers. By David Benady This summer, cider on the rocks will replace ready-mixed spirit drinks as the latest fad in alcoholic refreshment – if Strongbow has its way. Last week, the UK’s biggest-selling cider brand – […]

Finding a nine-to-five online

Marketing Week

More and more job seekers are turning to specialist recruitment websites to find employment, and as advertisers divert more of their classified spend online traditional media are feeling the pressure In the past year, there has been a flurry of acquisitions and activity as traditional media owners, such as Rupert Murdoch’s NewsCorp and rival Trinity […]

Only visual thought can beat today’s information overload

Marketing Week

Nowadays, consumers are bombarded with so many messages that brands need to use visual narrative to get themselves noticed, says Sue Farr If we were to believe everything we read about the supposed demise of television, and the ineffectiveness of TV ads in particular, we might assume that it has caught some mortal virus that […]

Thrown in for good measure

Marketing Week

Contrary to popular belief, the impact of event sponsorship can be measured, but it is essential to set objectives and evaluate the qualitative as well as quantitative benefits. By Richenda Wilson Anyone who says that event sponsorship can’t be measured is doing it wrong. As with any marketing activity, the right mixture of quantitative and […]

Are you experienced?

Marketing Week

Experiential marketing was once regarded as just a branch of field marketing, but it is emerging from the shadows as companies realise how it helps develop brand perceptions. By Steve Hemsley Here’s a quick question for you – which of the following sentences best defines experiential marketing (EM)? Is it a live interaction to communicate […]