Journal of Marketing - Jun / Jul 2009
Volumes & issues
Jun / Jul 2009
Author Jeremy MaggsSource: Journal of Marketing 2009 (2009)More Less
In this cover-spread we'll also try and answer another question that Thebe raised. There is this constant referral, he asserted, to the grassroots market, which brand stewards tend to homogenise. Yet there is a world of difference in aspiration and product choice between those living just outside Nkandla and a family of four in Diepsloot.
Author Andy RiceSource: Journal of Marketing 2009 (2009)More Less
The world is not exactly short of advertising awards. The One Show. Cannes. Clios. D&AD. And of course, closer to home, the Loeries and Apex. If you have the slightest drop of creative juice running through your veins, you will never have had more chances to win a shiny statuette. But as the trophy cabinets fill, we need to face the harsh truth - the more awards we dream up, the less useful they are.
Author Gary BryantSource: Journal of Marketing 2009 (2009)More Less
Author Rizwana BawaSource: Journal of Marketing 2009 (2009)More Less
I have spent many a wasted year, in my various agency roles, developing and presenting credentials that were at pains to define what line we were - were we an above-the-line, below-the-line, through-the-line, before-the-line or behind-the-line, advertising agency? Or were we in fact that absolute holy of holy grails - an INTEGRATED agency?
Author Adelle WapnickSource: Journal of Marketing 2009 (2009)More Less
I'm not entirely sure whether or not clients are aware of what it is like for an agency to face a blank page. I can only liken it to the start of a university essay exam, or writing a report. The pressure. Where to begin? That point of departure is probably the hardest, most challenging aspect of business an agency has to face. It's the beginning of the creative process. The beginning of original thinking. It's the difference between good and great, bright and brilliant. It's at the heart of our existence. Essentially, it's what we sell, it's our product. And so, it's understandable that it commands attention and can cause considerable angst.
Author Lebo BikoSource: Journal of Marketing 2009 (2009)More Less
Former president of Personnel Laboratories Inc, King Whitney Jr, was quoted in the Wall Street Journal on 7 June 1967 as saying; "Change has considerable psychological impact on the human mind. To the fearful it is threatening as it means things may get worse. To the hopeful it is encouraging because things may get better. To the confident it is inspiring because the challenge exists to make things better."
Source: Journal of Marketing 2009, pp 12 –13 (2009)More Less
Research done in September by TNS Research Surveys among adults in metropolitan areas of South Africa showed that those people most positive towards advertising are most likely to be younger, black, and living in Gauteng, specially Soweto. Those most negative were whites and Indians, older and English-speaking.
Source: Journal of Marketing 2009 (2009)More Less
Why should marketers worry about communicating with staff?
What's wrong with a bloody email?
Is the staff meeting dead?
How do you create internal staff loyalty?
Staff don't really own the brand do they?
How do you convince staff to buy in?
How on earth do you measure it?
Author Mark JakinsSource: Journal of Marketing 2009 (2009)More Less
Are people actually spending any money?
Is the gaming industry in this country reeling?
How do you convince people that going to a casino is not a complete waste of money?
Has has broad consumer behaviour changed?
Do marketers actually have any understanding of how trading conditions have changed and are they rising to the challenge?
Do frontline staff actually understand how things have changed?
How has your basic approach to marketing changed?
Is brand loyalty dead?
How will the discipline of marketing have changed once we're out of the recession?
How do you make a good media buy in the climate like this?
Author Gail SchimmelSource: Journal of Marketing 2009, pp 20 –21 (2009)More Less
To start, there's been the VW Cheetah ad. But I also seem to see Labradors every time I turn on the TV - Labradors and loo paper, Labradors and cough mixture - what's next? It's got me thinking about something that a representative of the SPCA once told me - she said that in her opinion the rule about animals in advertising should be that "gratuitous use" of animals should be forbidden. Because I'm a bit of a bunny-hugger myself, my immediate instinct is to agree with this; but perhaps the idea needs closer scrutiny, especially when you think of a beautiful and educational ad such as the VW one.
Author Patrick CarmodySource: Journal of Marketing 2009 (2009)More Less
Seeing that the concept of brand is far too veiled in mystique and jargon, let's try this. Let's drop this word brand and start talking about experience for staff and customers. Everything visual we can call visual identity design. Here's why :
When people who work in any position of authority in a company are :
- Aware of their roles as experience designers;
- Are able to weave a specific ethos into these experiences, the result is an impossible-to-copy competitive advantage.