Marketing Week is the UK’s leading source of news and information for marketing, advertising and media professionals.
Widely acclaimed for its accuracy and breadth of coverage, Marketing Week provides the very latest news on product launches, shifts in major brands strategies, key appointments and departures from all industry sectors plus account moves and media developments. Our reporting team alongside leading industry commentators provide in-depth analysis and expert comment on key UK industry issues together with special focuses on the pan-European marketing developments. Unique surveys and technique-led reports from direct marketing, sales promotion and market research through to new media, design and public relations are regularly featured in the magazine.
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Forthcoming Special Reports
Special Reports & 2002 Calendar——————————————————————————–PROMOTIONS & INCENTIVES – OCTOBER 24 2002
FOCUS ON … A TIME FOR GIVINGWhich traditional christmas incentive and promotional ideas are greeted with joy by their audience and which are now beginning to look tired and generate a less enthusiastic response? Marketers reveal what seasonal offers they are planning to fill their customers with christmas cheer. We also work out whether successful christmas promotions and incentives are really that different from those that work all year long.
FOCUS ON … WINNING WITH PROMOTIONSSainsbury’s decision to stop offering Air Miles and Iceland’s to cut BOGOFs (buy one and get one free offers) may have cost them dearly. The importance of sales promotion and its impact on sales was a common denominator in the earlier disappointing sales figures for both Sainsbury’s and the Big Food Group, the owners of Iceland. We discuss how to calculate how much a promotion is adding to your sales figures, and predict the potential of future promotions.
CASE STUDY … CEREAL SUCCESSLooking at the range of promotions to be found on cereal packets and how they have changed over the years – what works and what doesn’t?
——————————————————————————–RADIO – OCTOBER 31 2002
FOCUS ON … MEASURING UPWe examine whether radio can substantiate its claims to be more effective at reaching its target audience than print. We ask marketers who are now allocating more of their advertising budget towards radio how this is affecting their sales figures. Also, soon after Rajar’s latest results are announced, we look at how reliable current methods of audience research are, and how they could be improved.
——————————————————————————–SPECIAL FOCUS ON LONDON NOVEMBER 72002
INTRODUCTIONLeading spokesperson from the Marketing Industry describes what London means to them and why it is a leading world capital.
LONDON’S PLACE IN THE WORLDLondon is a truly global city. This article analyses how London’s geography, culture and economy make it Europe’s largest and most dominant city. We analyse why London attracts more international companies than any other European location.
We also discuss how London’s strengths make it the heart of Britain and why no other G7 country is so dependent on one city for economic, social and political development.
MAYBE IT’S BECAUSE I’M A LONDONERIf London were a country it would have the sixth largest population in the European Union, and one in eight Britons live in London. London has resident communities of more than 10,000 people from each of 34 different countries and over 300 languages are spoken. With so many people, from such diverse backgrounds, we ask if there is such a person as a typical Londoner. We examine what joins Londoners together as a community and differentiates them from residents of other global cities.
MARKETINGConsidering all this information, we look at how marketers can best communicate to Londoners. When putting together international campaigns, should Londoners be approached differently? We describe how London presents unique challenges to the modern marketer. For example, there is evidence that Londoners tend to filter out advertising messages more than the rest of Britain. We discuss how marketing communications can tap into media channels that unite Londoners regardless of social class, life stage or special interests.
——————————————————————————–CORPORATE COMMUNICATIONS – NOVEMBER 7 2002
LOOKING TO THE FUTURESome claim that US businesses have changed the way they operate, partly as a result of rethinking their priorities since 11th September. We examine to what extent multi nationals and smaller businesses in the UK are also focusing on corporate social responsibility (CSR). For those companies that are committed to more than just their turnovers, we find out how they communicate their altruism externally and encourage their own people to become involved in CSR programmes internally.
——————————————————————————–MARKET RESEARCH NOVEMBER 14 2002
FOCUS ON … MRS AWARDSThe Market Research Society Awards recognise individuals who make a distinguished contribution to market research. We take a look at this year’s winners and discuss two of the most outstanding papers.
CONFERENCES & EXHIBITIONS NOVEMBER 14 2002
FOCUS ON … COST EFFECTIVEWhat are the hidden costs of putting together an exhibition that can cause organisers to go over budget? In order to save money in other areas, we find out ways to strike deals whatever the size of your event. We also ask former exhibitors what creative ways they have found to stand out at shows for a relatively small investment.
CUSTOMER MAGAZINES NOVEMBER 14 2002
UNTAPPED POTENTIALAccording to research commissioned by the Association of Publishing Agencies (APA) and Royal Mail, customer magazines are not only the most popular form of marketing, but are also extremely effective – over half of consumer magazine readers say they are more likely to purchase products once they have featured in a customer publication. We find out why, if this is such a successful medium, not all the advertising big spenders are producing customer magazines. How could publishers persuade these potential clients to move some of their marketing budget into print?
We also discuss whether consumers could soon start becoming tired of this medium as more unsolicited publications are sent to them.
——————————————————————————–FIELD MARKETING – NOVEMBER 21 2002
A TASTE OF REALITYTouch, taste and smell are senses field marketing campaigns can appeal to that other advertising methods cannot. If your product is a food, drink or fragrance, sampling techniques allow it to sell itself. They provide a way to develop a relationship with consumers that starts with them actually experiencing your brand. We analyse sampling techniques that field marketers use to communicate directly with your customers.
We also ask how effective sampling is without other marketing support and find out how to measure the extent such activity really drives sales.
TRAINING AND DEVELOPMENT – NOVEMBER 21 2002
OUT OF OFFICEHow can you encourage your staff to invest their own time in training that they manage themselves? We look at courses and qualifications that marketers have found so beneficial that they have been happy to work on them in out-of-office hours.
We also examine latest IT tools that encourage remote working and training, and discuss the costs and benefits of investing in technology that your employees keep in their own homes. Following on from this we ask whether, if your people have office technology at home, they should also be encouraged to do more of their work at home.
POINT OF PURCHASE – NOVEMBER 21 2002
SUPERMARKET SWEEPThe grocery retail sector now demonstrates strong sales figures for health and beauty products that used to be bought more often from specialist stores such as Boots and Superdrug. Before, consumers were reluctant to buy these products as part of their supermarket shop, so what has changed? We find out how point of sale strategies have driven sales of these products in supermarkets, and find how these strategies can be applied to other ranges of goods. We also find out how PoS materials for the same products vary depending upon the type of store they are destined for.
——————————————————————————–PR – NOVEMBER 28 2002
FOCUS ON … PAYMENT BY RESULTSThere is an increasing tendency for firms to pay PR consultants by results rather than by a monthly retainer. This new trend is splitting the PR industry into two camps, those who are embracing the trend and those who are refusing to accept results-based charging.
We discuss whether payment by results is really likely to lead to cost savings and more effective PR. We also analyse latest ways to effectively measure and compare PR results.
PROMOTIONS & INCENTIVES – NOVEMBER 28 2002
FOCUS ON … MAKE IT LEGALBefore putting together a sales promotions campaign, marketers have to consider guidelines from the IPA and ISBA and confusing EU legislation, for example governing advertising aimed at children and promotions of tobacco products. Making sure a campaign is beyond reproach can be a nightmare, and becomes even worse when putting together an international campaign.
We discuss the latest codes, directives and laws that could put a stop to your latest promotional idea, and what marketers can do to fight for more straightforward legislation.
FOCUS ON … WINNING NEW BUSINESSWe all know that it is more cost effective to develop the business you have rather than spend time and effort attracting new business, but in today’s climate all sources of revenue are extremely welcome. We ask the agencies that are winning new business the secrets of their success and ask their clients what attracts them to particular agencies – for example, are they most inspired by new creative ideas presented during a pitch or more concerned with the relationship they develop during the tendering process?
——————————————————————————–EXHIBITION SHOWCASE 2003 (published November)
FOCUS ON … TRAININGWe look at relevant qualifications gained by leading figures in the exhibition industry to discover which have benefited them the most or whether learning from experience has always proved more valuable. We also discover which training is the most useful for those new to exhibiting, both for organisers and their clients, and find out how to select the right courses for your staff.
FOCUS ON … CHARGEIs charging delegates to attend your exhibition a sure-fire way to make some money or will it cost you in diminished attendance? Also, what is the best way of working out how much to charge and how difficult is it to administer a cost-effective system?
With more blue-chip companies staging events that they charge their customers and dealers to attend, we find out how this has changed the nature of their exhibitions and how they overcame any teething problems.
2002 Calendar12-Sep-02 Direct Marketing (including GIS feature (GIS 2002 17-19 September) Call Centres(Call Centre Expo 17-18 September)Customer MagazinesConferences and Exhibitions (National Venue Show 17 – 19 Sept)
17-Oct-02 Outdoor/Ambient Media Licensing/Character Merchandising
24-Oct-02 Promotions and Incentives
31-Oct-02 E-volve Sponsorship
7-Nov-02 Corporate Communications
14-Nov-02 Conferences and ExhibitionsMarket Research (Incorpotating MRS Awards)Customer Magazines Direct Marketing (Incorporating Agency Reputation Survey)
21-Nov-02 Point of PurchaseField Marketing
28-Nov-02 E-volve (On-line Exhibition 3-5 December) Promotions and Incentives PR
12-Dec-02 Market Research Conferences and Exhibitions
19-Dec-02 E-volve Direct Marketing
Last Updated: October 9 2002