16 February 2006

A quick pint in the Rovers can do wonders for our memory

How 79 students, four episodes of Coronation Street and one professor of psychology discovered the best time to broadcast a TV advertisement It is sometimes said that the youth of today lack application, they are pampered and soft, unable to endure hardship and are rebellious and petulant to boot. I am able to refute these […]

Figure it out for yourself

Three studies prove that events are still a fast growing element of the marketing mix and are highly influential in the buying decision while having a significant impact on the economy. By Ian Whiteling Soon the word “exhibition” may ceased to be used to describe a trade or consumer show. From a trade perspective, it’s […]

E-tail can provide an antidote to slow growth on the high street

Figures from traditional sales outlets may have hit a brick wall but retailers wishing to take advantage of the latest growth trend must look to improve their online presence, says Richard Hyman As retailers begin to come to terms with the economic realities of shopping today, they need to deal with the phenomenon that is […]

In peer power we trust

When opinion formers were asked who they trusted most, their answer was ‘a person like me’, so pure branding communications may not be enough to turn customers into brand advocates Trust – or rather lack of it – has significant implications for companies’ bottom lines, as demonstrated recently when Google faced criticism over corporate policy […]

Selling off the silver?

DMGT’s auction of regional newspaper group Northcliffe reflects a long-term approach to acquisition and revenue generation. By David Forster Against the backdrop of a generally buoyant stock market, the UK media sector has had a relatively muted start to 2006. The index of fully listed media shares was flat in January, while AIM-listed media shares […]

Life in the old dog yet

The Post Office’s move into new product areas is designed to appeal to a younger market as well as retain its older customers. By Robert Lester The Post Office has been forced to broaden its horizons in recent years. Having branched out of its traditional sector, it now puts as much energy into competing against […]

Knickers in a twist

The highly public removal of the Bodyform poster advertising sanitary towels raises the issue of how to connect with consumers on taboo subjects. While SCA chose provocation, rivals have opted for the tongue-in-cheek approach. At all costs, avoid being patronising. By Barny Stokes The row over SCA Hygiene’s latest Bodyform campaign (MW last week) shows […]

Going overboard?

Unilever chief Cescau is taking his axe to top UK food brand Birds Eye as part of his purge on poor performers and promise to boost sales and market share. Worth &£50m in profits, the frozen food brand’s sale is a powerful sign that no business will escape his scrutiny. By David Benady Unilever chief […]

When the cash cows are no longer sacred

Businesses, especially the large, listed ones that exist under the constant arc-light of City scrutiny, are often (rightly) accused of pursuing short-term profit at the expense of strategic value. So it is interesting to see two behemoths going courageously against the grain in a risky gamble for future gain. The first example is Unilever. Overall, […]

Information is at the heart of loyalty

In “Customers for keeps”, David Reed discusses devoting a bigger slice of budget to the retention of customers than to their acquisition, but fails to point out that the main reason why it’s cheaper to retain customers is the supplier has customer information that it can use in a targeted, inexpensive way to sustain loyalty. […]

Acquisition/retention split is false economy…

David Reed’s article on loyalty (MW last week) included the alarming and I’m not sure entirely accurate quote that clients are dividing marketing departments between acquisition, which uses advertising, and sales promotion and retention, which uses direct marketing. This simplistic division of roles and the channels required to fulfil them misses the vital point that […]

Gaming is changing so why isn’t marketing?

News of the arrival of Nintendo’s Professor Kawashima’s Brain Training game in the UK (MW January 26) is indicative of a continued evolution of the gaming industry. It is no longer correct to assume that the typical gamer is a spotty male teen in his bedroom, sacrificing sleep and personal hygiene for hand-to-hand combat with […]

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