Marketing Week
Advertising - Trends
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Sponsors eye 2012 legacies
Wed, 16 May 2012
Cisco, Coca-Cola and EDF Energy claim London 2012 sponsorship can deliver long-term social value.
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Simple and emotive the way to trigger green behaviour
Thu, 3 May 2012
Marketers urged to find easy and appealing ways for public to change living habits.
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Q&A: Bobi Carley, Disneymedia+ commercial director on brand partnerships
Wed, 2 May 2012
As Disney’s Marvel Avengers Assemble movie smashes box office records, Bobi Carley, commercial director at Disneymedia+ talks to Marketing Week about progress the brand partnership division has made in its first year.
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Fathers the central figure in family brand campaigns
3 May 2012
An increasing number of household brands are seeking to make an emotional connection with both sexes by running TV ads that poke a bit of fun at the way modern dads behave.
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Branded experiences are the big attraction
26 April 2012
Big-name brands are taking control of their experiential activity by hosting their own events in an effort to create the right atmosphere and better target the audience.
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Customer journey starts in the great outdoors
Wed, 18 Apr 2012
Digital outdoor advertising is helping marketers to change the customer’s route to purchase and - in combination with social media channels - lead them on a new path.
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Why global brands must be part of local cultures
12 April 2012
How firms from Krispy Kreme to Weetabix are using their global brands to spark cultural change in local markets.
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Football returns to marketing grassroots
Tue, 10 Apr 2012
Football League clubs are developing innovative low-cost marketing activity to try to offset declining revenues.
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TV campaigns are icing on the marketing mix
21 July 2011
The first fast.MAP/Marketing Week Effectiveness Tracker looking at retail brands reveals that TV campaigns only work if advertisers support them with direct marketing activity.
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Tv spots paint false image of material girls
07 July 2011
Consumer brands are failing to benefit from the significant spending power of the over 50s market, which includes Madonna, because TV advertising is failing to connect with the sector.
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'In advertising we've a broad level of trust'
26 May 2011
Research seen by Marketing Week reveals consumer advertising enjoys a broad level of trust, but marketers need to address areas of concern to ensure the trend continues.
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Viewers relax to brands on the box
3 March 2011
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Small business digs deep into marketing mix
8 July 2010
Small and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.
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What do women really want?
17 June 2010
There continues to be a significant gender bias in the way we perceive brands, according to the results of recent research, which leaves many brand owners still figuring out how best to meet the needs of women.
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Flying the flag gives brands a real advantage
22 April 2010
Iconic British brands Land Rover and Hamley’s may have foreign owners, but research by Leapfrog shows that any brand able to demonstrate itshome-grown roots will find favour with consumers.
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Keeping a safe distance builds consumer trust
01 April 2010
Marketers need to ensure their use of behavioural targeting techniques do not make internet users feel like they are under Big Brother-style scrutiny, according to the results of research by Addvantage Media and YouGov.
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No business like show business
25 February 2010
In today’s digital world where brands struggle to present a human face, trade shows offer an excellent chance for face-to-face contact, which, a study suggests, may boost customer loyalty by creating subconscious connections.
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Brands fail to follow rules of engagement
18 February 2010
New research from agency Targetbase Claydon Heeley (TBCH) suggests that although a majority of marketers are confident they are engaging with their audiences, consumers believe the opposite.
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Investment the only guarantee of bright future
03 December 2009
The latest Marketing Trends Survey by the Chartered Institute of Marketing shows brand owners must invest in training and technology if they are to meet customer relationship management goals. By Louise Jack
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Marketers face battle against the fear factor
28 October 2009
Consumer confidence may be higher than it was in the depths of the recession, but new research shows that fears of unemployment and other economic uncertainties are still having a negative effect on spending.
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Advertising on bills makes a statement
21 October 2009
While paper bank statements and utility bills remain in vogue, new research demonstrates that marketers should seek to use such financial documents as vehicles for promotional activity.
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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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Brands deliver on their promises
Wed, 23 Sep 2009
Brands that put customer services at the heart of their strategy lead the way in the latest Promise Index research, which measures whether a consumer’s experience exceeds their expectations.
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Even negative views improve brand image
10 September 2009
Brands that open up an honest dialogue with consumers by using online channels to encourage positive and negative feedback are best placed to build trust and ultimately improve sales figures.
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Social change adds colour to grey market
27 August 2009
Reaching 50 no longer means slipping on furry slippers and curling up on the sofa with a cup of cocoa. Now financial marketers must get to grips with this age group’s many and varied sub-sectors if they are to gain from its growth.
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Top brands justify big budgets
30 July 2009
Research seen exclusively by Marketing Week reveals how brands that dominate in the FMCG sector can cement their leading positions by increasing their advertising presence beyond challenger rivals.
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Costa aims to stir up debate
Thu, 2 Apr 2009
The cappuccino specialist is using bold ads to promote the quality of its product range in a bid to explode the myth that all coffee is the same, while also taking a swipe at its rivals. By Jo Roberts
