Marketing Week
19 January 2012
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Ad break? Tweet time? Give me a break!
19 January 2012
In years gone by, defending the worth of TV advertising was a simple brief that involved lots of long lunches and the occasional awards ceremony. In the brave new age of digital communications, however, it is no easy feat and much of the credit for the continued strength of TV as an advertising media must go to Tess Alps and her team at Thinkbox.
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Brand development will save you from the storm
Wed, 18 Jan 2012
Playing it safe is perhaps the most popular way to navigate choppy waters and there is certainly comfortand reassurance in turning to tried and trusted solutions. Just ask football managers Arsene Wenger and SirAlex Ferguson, who last week turned to semi-retired legends of the past to boost their playing squads for the challenges ahead.
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Brewing up new ideas to pull students back
19 January 2012
Price, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
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Middle management does contribute to the bottom line
19 January 2012
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Partnership models are the path to prosperity
19 January 2012
Deputy prime minister Nick Clegg believes he has the answer to creating strong growth for the UK. He suggests that the country needs to become “more of a John Lewis economy” with mass employee share ownership.
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Research and insight: endeavour to see how the customer sees
19 January 2012
Five insight experts tell Lucy Handley their high points from last year and their plans for this - including coping with a budget squeeze - and the skill to getting better results from research
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Sports sponsorship moves into the fast lane
19 January 2012
The cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
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Value-added promotions will come to fore in 2012
19 January 2012
Mark Ritson is absolutely right when he says that “discounting grows sales, but at the expense of brand equity and customer relationships” (MW last week).
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We need to talk about dying
19 January 2012
Asking people to face the consequences of their death is a big challenge for brands that deal with post-life services, but attitudes are changing thanks to a radical ad by Aviva and web services that highlight the benefits of facing the inevitable.
