Best Practice: Product categories

 

Provides an overview of food advertising, which is operating against a changing backdrop, including: the developing power of major retailers; the growth of home brands; the changing attitudes to healt ...

This paper sets out the main characteristics of financial services markets, key elements of managing financial communications and the central tenets of developing the communications themselves. Like ...

Markets for alcohol are highly disparate with products, brands, distribution patterns and consumer behaviour varying around the world. Consumer taste differentiation is minimal resulting in a heavily ...

This paper offers a guide to the main aspects of advertising in the automotive sector - a top five category in all industrialised markets. It concludes that the sector presents an enormous challenge m ...

Discusses both OTC and presecription drug ads, and their promotion to health professionals and consumers. Covers legal issues, media selection and the increasing role of consumer advertising in the s ...

This paper on charity advertising identifies two main types: campaign/education and fund raising. Other objectives are seen as recruiting volunteers and encouraging the use of services. The article co ...