Marketing Week
08 October 2009
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...may lead to the true heart of a destination and brand
08 October 2009
Aligning a destination and a brand in a promotional campaign is another way for a destination to position itself and showcase what it has to offer. As the feature pointed out, all too often a destination is pigeonholed and it is hard change that perception.
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2010 cheers up holiday firms after 10% fall this summer
08 October 2009
The travel industry has seen a 10% drop in overall summer bookings this year, but is looking at a more robust season in 2010 with figures so far showing a rise in average spend per booking.
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Agents of change
08 October 2009
M&As are back on the agenda, and the frontline force for brands - marketers - have the hard task of fusing clashing cultures and forging new brand allegiances. But with skill, this tricky process can become a rewarding experience.
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Asda open door policy gives consumers a powerful voice
08 October 2009
Supermarket’s three initiatives aim to embrace ‘democratic consumerism’. By Rosie Baker
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Brand owners forced to pay for retail price promotions
08 October 2009
UK companies spend £14.4bn a year supporting retail price promotions, according to new data from the Institute of Sales Promotion (ISP).
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BSkyB raids BBC Vision for new head of marketing
08 October 2009
BSkyB has appointed BBC Vision chief marketer Naomi Gibney as director of marketing and communications for Sky Networks. She replaces Alex Lewis, who this year moved to take the role of marketing director for BSkyB’s sister company News International’s The Times and The Sunday Times.
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Competitive co-operation finds favour
08 October 2009
As clients demand greater cost efficiencies, market research agencies are setting a trend for pooling their resources. Morag Cuddeford-Jones reports
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Delivering on a postal promise
Wed, 7 Oct 2009
Being first past the post is the only way to be assured of success, and in the highly competitive business mail sector, UK Mail is using the latest digital technology to gain a competitive advantage. By Joe Fernandez
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Fat tax will hit diabetics too
08 October 2009
If a ‘fat tax’ is placed on soft drinks (MW last week) then people like me - Type 1 diabetics - will have to pay to recover from hypoglycaemia.
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Heinz moves to restructure roles of senior marketers
08 October 2009
Heinz has restructured its marketing leadership team and is moving Giles Jepson to the new role of marketing director for sauces and soups, while former Jim Beam marketer Paula Jordan has been brought in to handle beans, kids and meals.
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iPhone may be 'cool' but 43% remain unimpressed
08 October 2009
Apple iPhone’s ascendance on the CoolBrands ladder has seen it take the number one spot in the survey for the first time but the result has polarised opinion, according to Marketingweek.co.uk’s latest poll.
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Jazz FM to lift revenues through sponsorship
08 October 2009
Jazz FM has launched a joint venture with home style website Mydeco.com to develop a style channel, as the digital-only station looks at new ways to boost revenues.
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Mobile phone operators respond to the fear factor
08 October 2009
Vodafone’s new cuddly image is in stark contrast to the serious thinking behind it – to seize a strategic advantage in the war of convergence
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Observers express fears for Evening Standard
08 October 2009
The London Evening Standard can only survive as a free newspaper if it maintains its position as a quality product with a decent level of investment in editorial, say industry experts.
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Price-cutting offers are best used sparingly
Wed, 7 Oct 2009
I would like to correct one misunderstanding in your coverage of our recent research with the Advertising Association on consumer attitudes to promotions (MW last week). Far from defending BOGOFs (buy one get one free) and similar price-based promotions, as the piece implied, we strongly advise marketers to use them only when appropriate.
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Satisfaction is… exceeding expectations
08 October 2009
Brands can protect their reputation by ensuring consumer experience matches expectations. New research shows which sectors are getting it right - and which have harsh lessons to learn.
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Take the road less travelled
08 October 2009
Your feature raised a notable point about destination marketing, namely: avoid the clichés, find your stories and tell them creatively and powerfully.
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The new rule of thumb is to rule nothing out
08 October 2009
There seems to be a new world order in the media industry. In the past week, we’ve been told that digital has overtaken TV in ad spend and that the venerable London Evening Standard, with its 181-year traditional publishing history, has gone free under a new business model.
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The Secret Marketer
08 October 2009
Our ‘man on the inside’ provides a view from the top of the marketing tree
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TV aside, it is online ads that need to shape up
08 October 2009
Internet advertising spend may have overtaken that of television, but much of it slavishly follows a format dictated by old technology
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Window dressing...
Wed, 7 Oct 2009
Your article ‘Shaping the Destination’ (MW 24 September) revealed how marketers are giving destinations a distinctive personality to boost tourism. In Sheffield we have found success using a similar approach.
