The kids are all right
Marketing WeekDubbed InBeTweeners, children aged 11 and 12 defy most marketers’ assumptions: they understand advertising messages, but they are scared of the dark and their parents still hold the purse strings
Dubbed InBeTweeners, children aged 11 and 12 defy most marketers’ assumptions: they understand advertising messages, but they are scared of the dark and their parents still hold the purse strings
As high street sales wilt in the face of the weak demand, deflation and higher costs, will extra space aid recovery?
While its ethical stance has been a boon, inconsistent communications and outlet formats have prevented the Co-op becoming a major retail player, says Ian McCawley
Incisive Media did all the market asked of it, but found a buyout was the best way to finance expansion. Will others follow its example?
Concerns about our diet and the rising obesity have created a boom for ‘healthy’ brands, but consumers remain split on the ways food producers and government can help us to eat better
An in-depth study of the way viewers spend their leisure time shows that TV companies underestimated the over-50s, says Claire Salmon
Marketers have increased their budgets for the first time in 18 months, according to the Institute of Practitioners in Advertising’s Q3 Bellwether Report, released today.The quarterly survey of marketing spend reveals a modest upward revision to budgets – with online ads and direct marketing having the strongest gains – and marks an end to budget cuts seen in the past five quarters.
Never the most fashionable of brands, KFC has weathered the healthy living debate in the UK by sticking to its guns while high street rivals dithered, says Mark Choueke
Russia has a growing consumer market that has so far been beyond the reach of most Western brands. But that is changing, at least for those that are willing to learn and respect local sensibilities.
Environmental concerns can no longer be ignored, and marketers should be at the forefront of a greener economy, says Rita Clifton
A financial services offer and a move away from the over-loaded home makeover market – is B&Q’s formula for regenerating the business, says Nathalie Kilby
Although consumers now receive messages from a vast array of media channels, the popularity of word-of-mouth marketing shows they still trust the opinions of consumers over those of marketers
Brands can only benefit from gaining a much more detailed picture of their local and regional audiences, says Robert Ray
Nationwide’s strength is its ‘different’ approach to customer service. it must strive to maintain this amid the changes, says Catherine Turner
Ease and speed of purchase are driving online shopping at the expense of traditional channels, but the process is sidelining brands, which are being bypassed by consumers intent on a quick click