Mark Ritson: Forget social and let’s go back to the Eighties
Marketing WeekIntegrated marketing communication' may hark back to the heady marketing days of the Eighties but not everything old is outdated.
Do future marketers really need a degree?
Marketing WeekLast week was either heartbreak or rapture for many teenagers with 300,000 A Level students discovering their fate.
Sharp, though legal, practice is eroding consumer trust
Marketing WeekI was not the slightest bit surprised to see the Advertising Standards Authority censure Tesco last month for misleading consumers in a price promotion on beer.
The recession’s impact on marketing is permanent
Marketing WeekWith the announcement that both the French and German economies have contracted in the past quarter and the Bank of England has halved its predictions for wage rises in the UK, it is pertinent to reflect on just how fragile the market is at present.
Teenagers can provide some surprising media learnings
Marketing WeekBeing the summer, I have had more time to chat with my teenage kids. As they have got older, they have become (a little) more interested in what I do for a living – perhaps as it starts to dawn on them that one day they too will have to enter the deep dark world of employment, and it would be wise to avoid the jobs that their parents do, as it seems like hard work.
Making the customer journey a seamless experience
Marketing WeekShopper marketing is about making the customer journey as smooth as possible as they journey through the multitude of shopping channels. Morag Cuddeford Jones discovers how brands are using insight to deliver this.
Moneysupermarket slams ‘annoying’ ads
Marketing WeekMoneysupermarket.com marketing boss has slammed rivals’ “annoying” brand characters for detracting from the category’s role in saving customers money, as it rolls out its latest ad using its ‘You’re so Money Supermarket slogan’.
Direct mail still works for third sector
Marketing WeekThe Fundraising Standards Board’s claim that complaints about charity email campaigns rose 282% last year (MWlinks.co.uk/ EmailFundraising) ties in with a report from across the Atlantic, published recently by Dunham and Company, which highlights that people who make donations via charity websites are three times more likely to have come via direct mail (17%) rather […]
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Marketing WeekWhat price better health?
Promotion not over until winner has enjoyed prize
Marketing WeekTravel promotions remain popular with consumers as many continue to feel the pinch and are having to save hard to be able to afford the annual holiday. Brands can tap into this by running promotions that capture the consumer’s imagination, create awareness, reinforce brand values and provide an important opportunity to collect accurate data. However, […]
How brands target children is not top of parents’ agenda
Marketing WeekThe Chartered Instituteof Marketing (CIM) claimsthat 90% of parents think brands are not marketing products and services to children responsibly (MWlinks.co.uk/BaileyAwareness). However, a proper understanding of this issue and an informed debate cannot begin with the snapshot that the CIM’s survey provides. When the Bailey review (Letting Children Be Children) began last year, Credos – […]
Playing the long game keeps double dip at bay
Marketing Week“If you stand by and do nothing, then you leave the door open for others,” bemoaned Tesco’s chief executive Philip Clarke earlier this week. He was talking about Tesco’s failure to carry out enough marketing activity in its fourth quarter, allowing its rivals to fill the gap with a flurry of price-focused coupons and promotions. […]
Mind the gap in the free sample method
Marketing WeekThe article ‘Offering a bit more than a free sample’ (MWlinks.co.uk/FreeSample) highlighted some of the data from our research project: Building Brilliant Sampling Campaigns, which uncovers what consumers value in the live environment and what encourages them to sample more and purchase. The real opportunity for marketers is in plugging the gap between sample and […]
Finding an AVE alternative
Marketing WeekOur PR Strategy cover story sparked plenty of debate on how to tap into the true value of PR. Read the feature at MWlinks.co.uk/PRMeasurement, and extracts of reader comments below: