Resisting the temptation to research

Marketing Week

One of the reasons why direct marketing agencies and clients avoid conventional market research techniques for pre-testing and evaluation is that they are often misleading. The advertising creatives who are “notoriously wary of the use of research to pre-test their ideas” are behaving rationally and sensibly when they resist it. If the decision-makers involved had […]

WARS OF PAGE AND SCREEN

Marketing Week

ITV’s refusal to advertise the Mirror Group’s Big Break game-card promotion has caused a storm of controversy, especially in the light of its decision to run ads for a similar initiative for The Sunday Times. But is ITV churlishly exercising p

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Marketing Week

DIY firm Wickes’ agency, Lowe Howard-Spink, placed a TV commercial on Monday night after Brookside. The advertisement parodied the trailers for the Channel 4 soap, which promised the revelation of a dead body under the Jordaches’ patio. The agency began producing the ad last Wednesday. It featured a Harry Enfield voice-over with the `Scousers’ character […]

McCann secures ú30m Sega task

Marketing Week

Sega, the computer games giant, has appointed McCann-Erickson to handle its pan-European advertising account previously held by WCRS. Sega claims that it will spend up to £30m behind the brand across Europe. The account historically has been worth £25m including sales promotion and direct marketing although sources suggest that £25m was an inflated figure. McCann-Erickson’s […]

Big Break with BBC1 tradition

Marketing Week

IN your feature on the Daily Mirror’s Big Break interactive gamecard promotion (MW January 13) you state that the involvement of the BBC in this promotion is “a departure for the BBC” and “heralds a new era of commercialism”. Not so. The first interactive gamecard promotion involving the BBC was Cash Card. It was run […]

New Saatchi talks to three…

Marketing Week

Maurice Saatchi’s breakaway agency is continuing its search for an international partner after a breakdown in talks with D’Arcy Masius Benton & Bowles in the US. Three potential network partners are thought to be lined up if it wins British Airways. According to US sources, the negotiations failed because Procter&Gamble, a client of both DMB&B […]

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Marketing Week

It could have been a good story; the multimillion-dollar global IBM advertising campaign which broke this weekend, axed over the use of the word `bummer’. According to an IBM source, the seemingly harmless caption struck fear into TV watchdogs, who insisted `bummer’ had drug connotations. The Diary called the Broadcast Advertising Clearance Centre offices to […]

CCN unveils new Psyche profiling tool

Marketing Week

Whole neighbourhoods can be psychologically summed up at a glance using the latest consumer profiling system from CCN Marketing, claims the company. Psyche is a system which classifies people according to the prevailing values, beliefs and motivations of the area in which they live. CCN claims the system can be used to predict the thinking […]

Though TV viewing figures fell last year, the number of individual impacts has remained exactly static year-on-year, across all commercial channels

Marketing Week

The cost of television airtime is determined by two factors: revenue – the demand on advertising minutage – and commercial audience (impact) delivery – the supply. As with all market forces, extreme movements in one or both factors causes a large swing in costs. The TV industry measures the performance of commercial TV companies, in […]

WING OF A CHANGE

Marketing Week

Regional airlines are witnessing something of a renaissance by marketing themselves as a convenient and economical alternative to the major carriers.

Mattel lines up TV deal for Barbie

Marketing Week

The tie-up between Mattel’s top-selling dolls Barbie and her boyfriend Ken and popular US TV series Baywatch is just one of the hundreds of licensing deals which have been revealed at this year’s British International Toy & Hobby Fair at Olympia. Baywatch Barbie comes with red swimsuit, rescue outfit, whistle, binoculars and float: other accessories […]

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Marketing Week

Mates Healthcare has awarded its ú750,000 condom advertising account to start-up agency Knight Leach Delaney, after a competitive pitch involving Kelly Weedon Shute, KHBB, Cowan Kemsley Taylor, Mustoe Merriman Herring & Levy and D’Arcy Masius