Journal of Marketing - Jun / Jul 2011
Volumes & issues
Jun / Jul 2011
Author Jeremy MaggsSource: Journal of Marketing 2011 (2011)More Less
R200-million, R500-million - what are a few zeros among friends? Somewhere between those two figures is the cost of the massive Vodacom re-branding migration from blue to red. And they're not the only company to do so; even Didata - never one on the big marketing radar screen - has seen the value in re-evaluating and contemporising its decades-old look. So why does a brand need to this? Where are the starting points and what are the measurables? In this edition we take a close look at the why's and how's of rebranding and whether it's all worth it. In time, it's our belief that the Vodacom exercise will become a case study on how to do it.
Author Howard FoxSource: Journal of Marketing 2011 (2011)More Less
Lose your reputation - you've lost it forever. And given the level of interconnectedness in the world today, such loss is communicated worldwide, virtually instantaneously. Perhaps more concerning for those of the wider marketing fraternity tasked with protecting valuable brands and reputations is that the world seems to be polarising organisational reputations more and more.
Author Wayne NaidooSource: Journal of Marketing 2011 (2011)More Less
As we all know, the advertising and marketing industry is a tough place to be right now. Budgets are tight, and expectations are high. Unsurprisingly, stress levels are peaking, and relationships between agencies and their clients are increasingly strained and short-lived. Yet the client / agency partnership is, to a large extent, heavily dependent on the nature of the interaction between the agency and the client's marketing director. It is a particularly difficult and tenuous relationship to manage, but if you can succeed at it, a major part of the battle is already won.
Author Clive GrinakerSource: Journal of Marketing 2011 (2011)More Less
There are enough good memories about the '95 World Cup to fill a Yellow Pages printed in size 6 font. Moments like that are meant to be remembered and, thanks to Kodak cameras, everyone who was at Ellis Park got to record it for themselves. At the closing ceremony of the 1996 Atlanta Olympic Games, Kodak coordinated a camera-flash Mexican wave. Not simply for effect or visual spectacle - if you were in the crowd that night, you got to keep the camera too! This is the most memorable connection your desired audience can make with your product; it is an emotional bond at its best and delivers first prize for brand hype, product-related talk and memorability.
Author Musa KalengaSource: Journal of Marketing 2011 (2011)More Less
So, what is climate change? The general definition would be the statistical change in weather patterns over a period of time as a result of the way we manage our environment here on PLANET EARTH. Many young people would be at a loss to define it. Bottom line is that we all (young and old) should prioritise and internalise climate friendly activities.
Head to head with Ryan Gandalf van Jaarsveld, Managing Director and Neil Clarence, Creative Director, 7Dffrnt Knds of Smke : head to headSource: Journal of Marketing 2011 (2011)More Less
Source: Journal of Marketing 2011 (2011)More Less
Author Gerhard Van RooyenSource: Journal of Marketing 2011 (2011)More Less
Marketers today need to know that the decisions they take are the right ones, but often have very little decision-making data available. You need to justify your budget allocations against business value and return on investment (ROI), measure the effectiveness of campaigns, and reach more specific audiences.
Author Basil BainesSource: Journal of Marketing 2011 (2011)More Less
James Bond movies aren't cheap to make. All those exotic locations, outrageous gadgets, physics-defying stunts and, of course, a gazillion explosions - these things add up. And that's before taking into account how much Daniel Craig would pocket for his starring role as 007 himself; no doubt his fee would make many an accountant wince. So it was no surprise to read that the next Bond movie, due out in November 2012, will recoup a cool $45 million (virtually a third of the total production budget) from product placement deals, i.e. the fees that brands are prepared to pay to be written into the script, or at the very least be highly visible on screen at critical moments. If James is to drive an Aston Martin, drink Grey Goose vodka, and save the world on his Sony laptop, it's going to cost those brands, big time.
Source: Journal of Marketing 2011, pp 20 –21 (2011)More Less
A few years ago, the only footprint most of us were aware of was the imprint we make on sand. Today, environmentally-conscious industries and consumers understand that one's 'carbon footprint' has a more profound impact on the sustainable future of our planet than we ever realised.
Source: Journal of Marketing 2011, pp 24 –25 (2011)More Less
It's the age of experiential advertising and consumer engagement, say some. It's the age of digital and social media, say others. One thing's for sure: no one's claiming that it's the age of above-the-line mediums. So where does that leave the traditional approach to advertising?
Author Donovan Neale-MaySource: Journal of Marketing 2011 (2011)More Less
Chief marketing executives are now challenged to reshape, restructure and re-skill their organisations. Marketing groups must now be accountable for demand generation and market differentiation through integrated, multi-channel campaign management. This requires new competencies and knowledge in business analytics, database management, strategic planning, digital marketing, field sales, channel operations and financial modeling