Marketing Week

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Articles in September, 2002 issue of Marketing Week

• We need a new system to measure worth of TV ads: Andrew Canter says the mechanism to help plan and measure TV campaigns is flawed and urges the industry to find a universally accepted replacement. (Media Analysis).
  by Andrew Canter
• It's marriage or celibacy for Carlton and Granada: despite reports to the contrary, the ITC has not approved pan-ITV ad deals. Unless a merger is allowed, the two must stay strictly apart says. (Media Analysis).
  by Andy Barnes
• Whose call is it anyway? All too often the technological systems in place at call centres are designed by the IT department, without any real input from the very people who are using them. (Special Report: Telemarketing).
  by Jo-Anne Flack
• IAB report: internet use affects traditional media. (E-Volve).
  by Robert Dwek
• Corporate responsibility doesn't cost the earth: a year on from the 9/11 attacks, the West must convince the world that business is a force for good--as it failed to do at the Earth Summit. (Business).
  by George Pitcher
• Planning it right down the middle: naked has risen through the ranks by being 'media neutral', but demand for split buying and planning is dependent on the client. (Media Analysis).
  by Amanda Wilkinson
• Charting the regions. (Special Report: Regional Press).
  by Ian Whiteling
• Just who is this 'Smith', anyway? (Diary).
• Strategic planning starts in the consumers head: the debate about 'media neutrality' is flawed because it relies on the idea that consumers want neutral planning in the first place. (Media Analysis).
  by Charlie Makin
• Abbey Nat to cut one third of retail marketers. (News).
  by Martin Croft
• Don't blame the clown for your accountant's tears: The brand may be a 'maiden' or an 'enchantress', but if the product and marketing aren't up to scratch, a smiling brand icon won't solve anything. (Communications).
  by Sean Brierley
• Instant profit at what cost? (Cover Story).
  by David Benady
• Jack offers lads a mature role model: new title Jack aims to reinvent the ailing 'lads' mag', but its rivals seem happy to stick to the hackneyed 'sex sells' formula. (Media Analysis).
  by Sonoo Singh
• Waiting for the next big thing. (This Week).
• The key to the show. (Special Report: Conferences & Exhibitions).
  by Ruth Prickett
• The UK's love of cars is driving outdoor media: a lack of faith in TV advertising and a transport system approaching gridlock has increased the effectiveness of outdoor advertising. (Media Analysis).
  by Nigel Mansell
• Aces high over loyalty schemes. (This Week).
• Letters.
• Fielding discussion: the Field Marketing Council has been debating a change of name for some time, but there are two problems. Firstly, the definition of the discipline has changed and secondly, what should it call itself?
  by David Benady
• Eurocrats can say 'Yes' as well as 'No': many marketers feel threatened by the EU, perceiving it as an ad-banning nanny. But it can also relax states' protectionist rules. (News Analysis).
  by Martin Croft
• Ronald McDonald feels the pricks of his conscience: McDonald's can't win -- it comes up with a universally loved product, and all it gets is lawsuits, vilification and dead insectivores in its ice cream tubs.
  by Iain Murray
• Taking home the right vintage: a wider range of wines in supermarkets and its availability via the Internet has made consumers realise that it is not just a drink for special occasions. (Factfile).
  by Sonoo Singh
• City & Guilds' bid to beat the old school: while top universities reply on word-of-mouth, other institutions are having to invest in marketing to keep student numbers up. (News Analysis).
  by Gemma Charles
• A looming conflict of loyalty schemes. (News Analysis).
  by Branwell Johnson
• Missing the point? A report on the effectiveness of PoP material claims the majority of consumers ignore it. However, the industry itself is, understandably, eager to dispute this. (Point of Purchase).
  by David Benady
• Science has the answer and it's in your backyard: how can marketers predict future trends and stay ahead of the game? The answer, says Iain Murray lies in science--not physics or biology--but in hedgerow botany.
  by Iain Murray
• DFGW wins BBC digital TV launch. (Digests).
  by Amanda Wilkinson
• Not drowning, but waving. (The Grace Deeproot Column).
• Not-so honest Joe. (Special Report: Market Research).
  by Jo-Anne Flack
• The right formula. (Special Report: Sales Promotion).
  by David Reed
• [pounds sterling]12m Britannia in agency trawl. (Agencies).
  by Branwell Johnson
• Ex-Cullens chief in drinks launch.
  by Branwell Johnson
• Keep them coming. (Special Report: Market Research).
  by Paul Gander
• Kreative konsumers. (Diary).
  by Roger De Capote
• Direct marketing buyers guide.
• This is no way to protect green and pleasant lands: the Countryside Alliance's charter demands protection for rural communities, but does so with no regard for the law or post-agrarian economics. (Business).
  by George Pitcher
• ITC review so radical you wouldn't even notice it: in May 2000, the ITC proposed a sweeping relaxation of TV advertising guidelines. Somewhere along the line, however, there was a change of heart. (Media).
  by Torin Douglas
• Power through persuasion: as prices in the utilities sector converge, companies are having to find new ways to differentiate themselves--often by taking up fashionable causes. (Factfile).
• ISBA slams EU 'junk food' and ban proposal.
  by Sonoo Singh
• Daily Star takes plunge into the Sunday market: the Star is launching a new Sunday title, but will the tabloid find a foothold in a market that is littered with the corpses of failed newspapers? (Media).
  by Torin Douglas
• Goldfish yearly e-Tail figures have rocketed: online retail prices show yearly growth, despite poor sales figures over the summer months. (Facts & Figures).
• Poor after-sales service will drive customers away: if your new car breaks down and the courtesy car is a different make, the company you bought it from needs to rethink its after-sales strategy. (Business).
  by George Pitcher
• Wiping the floor with chores: The household cleaning market keeps growing. Although prices aren't rising, new product development -- particularly of wipes -- is driving increased sales. (Factfile).
  by Sonoo Singh
• Letters.
• Original sin: clients are seemingly happy to sacrifice original ideas in favour of tried-and-tested methods that deliver to deadline and within budget. (Special Report: Direct Marketing).
  by Jo-Anne Flack
• Masterfoods reveals Francke's successor: Mars group marketer drafted in from Far East to take over top European petcare position. (News).
  by Amanda Wilkinson
• Why data capture is less than nectar for consumers: loyalty cards aim to mine a rich seam of consumer information. But what will happen when people realise the true value of that data? (Marketing).
  by Alan Mitchell
• Beverage Brands to create WKD variant. (News).
• No rotten apples, just a leaky barrel. (This Week).
• Can SMS ever replace traditional direct mail? SMS will not replace direct mail overnight, but it is cheaper, more personal and targetable. (Analysis).
• A different cast. (Special Report: Conferences & Exhibitions).
  by Niall Hunt
• Letterbox love. (Special Report: Direct Marketing).
  by Richenda Wilson
• Nestle puts faith in Ecuadorian cocoa: marketers at Nestle hope to make the public excited about chocolate by foregrounding the origins of their cocoa beans. (News Analysis).
  by Gemma Charles
• Lost for words. (The Column).
  by RogerDe
• Sainsbury's under fire for 'poor value' Nectar deals: customer will have to spend more money in store to obtain cinema tickets, flights and days out.
  by Amanda Wilkinson
• Swapping the pound for the euro is a fair exchange: as the anniversary of 'Black Wednesday' passes, economists are comparing the UK's entry into the euro with its disastrous foray into the ERM.
  by George Pitcher
• Name and shame in outdoor media: tired of poor representation by the OAA, some outdoor specialists have created their own industry body, but it was a noisy birth. (Media Analysis).
  by Lucy Barrett
• It's not just about speed: The next step in encouraging the take-up of broadband Internet is to provide compelling, interactive and personalised Web content. (E-Pinion).
  by Angus Porter
• A Flash of inspiration or just design hype? Website designers had to choose between look and content; not so with Flash MX. (Techwatch).
• Will publishers go down Cube route? Associated Newspapers' decision to axe its contract publishing arm Cube may signal further consolidation for the sector. (Media Analysis).
  by Sonoo Singh
• As simple as one-two-3G. (Cover Story).
• How fleapits keep audiences biting: UK cinema audiences keep rising, but as the market matures chains are turning to alternative content and loyalty schemes to drag the public away from their DVD players and widescreen TVs. (News Analysis).
  by Branwell Johnson
• Who, where, win: organisations from governments to shops want to know all obout those who live, work and shop in particular areas. Software companies such as SAS are there to help. (Case Study: Geographical Information Systems).
  by Cathy Hayward
• If we're going to watch the news, let's make it pretty: Channel 5's head of news prefers 'character' to beauty in his newsreaders--but if we really favoured rigour over vigour, we wouldn't be watching TV news.
  by Iain Murray
• Universal lands Wm Grant brief. (Digests).
  by Martin Croft
• Not all brands bite. (Cover Story).
  by David Benady
• The only true 'win-win' is based on mutual trust: the best win-win relationships are based on mutual trust, and marketers need to understand this to ensure their commercial survival.
  by Alan Mitchell
• Sexual evolution has all but killed the gentleman: some 50 per cent of women think that there are no gentlemen anymore, but this is because men are too scared of offending emancipated females.
  by Iain Murray
• Light takes top McDonald's role. (News).
  by Martin Croft
• The land of opportunity? (Cover Story).
  by David Benady
• Electrolux starts [pounds sterling]50m global advertising review. (Agencies).
  by Martin Croft
• Expanding contract. (Special Report: Customer Magazines).
  by Jo-Anne Flack
• RB and Whirlpool experiment with iTV platform: Reckitt Benckiser teamed up with Whirlpool for an iTV campaign that, overall, was a success. (Case study).
• Don't write off the car rental industry. (News Analysis).
  by Branwell Johnson
• Video on demand is not to be ignored.
• Letters.
• TGI Friday's chief takes; on MD role at Beefeater. (News).
  by Martin Croft
• Turning the zeroes into ones: since the collapse of ITV Digital, the overall growth of digital TV has slowed, as consumers discover that the technology does have drawbacks. (Factfile).
• US is unsure of how to act on September 11: to advertise or not to advertise? That is the question for US businesses in the run-up to the anniversary of the terror attacks. (America).
  by Polly Devaney
• Is Boots in need of a pick-me-up? Boots Wellbeing Services, which offers everything from eye surgery to hair removal, is losing money and managers. Squeezed by department stores and grocers, the chain must find a way to drive sales.
  by Amanda Wilkinson

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