Best Practice: Marketing & brand management

 

This paper provides an overview of the fundamental issues of sales promotions, including: planning and budgeting, types of promotion, control and implementation, evaluation and the role of promotions ...

This best practice piece on briefing agencies covers changing trends in agencies, and the importance of the agency and client working together to provide a fully crafted creative brief. It covers the ...

This paper seeks to define the difficult and vague concept of brand equity, drawing on Feldwick's three suggested meanings: the value of a brand as a financial asset; the strength of consumers' commit ...

This paper provides a guide to the definitive thinking on setting budgets - 'an under-exploited field of expertise' - focusing on the task-and-objective approach. It argues that the growing pressure ...

Most markets experience sales variations relating to the time of year. Broadbent’s studies show that counter-seasonal advertising and marketing have rarely reaped long-term rewards, although he recog ...

This paper includes an historical look of how agencies have been remunerated for their work, including a brief examination of the main approaches currently in use (commission, fees, incentives and hyb ...

This paper provides an account and overview of what it calls an 'age-old' technique. It covers possible celebrity roles in ads - 'brand spokesperson' or 'added interest' - as well as noting the PR and ...

This paper provides an overview of brand positioning, from its definition to its formulation, including a discussion of positioning is needed and an examination of how it should be determined by consu ...

This paper provides an overview of segmentation and the way in which it is used by marketers to identify groups of potential customers who differ importantly in relation to their product or service, a ...

This paper provides an overview of the process involved in briefing a media agency. It offers a series of key issues and questions to consider, grouped into salient themes such as the communications b ...

This paper provides an overview of sponsorship, one of the fastest-growing forms of marketing. It covers issues such as planning sponsorship (defining objectives, selecting the right vehicle), impleme ...

This paper provides an overview of, and guide to, the process involved in selecting an advertising agency, from the decision to seek one through to the pitch and selection process itself. Like all pap ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

This paper discusses what creativity is; the creative process; recognising creativity; managing creativity; and concluding with a discussion whether creativity actually works. It also notes the divide ...

This paper considers integrated marketing (IMC) and offers some advice on how to get your strategy right. Detailing: ownership of the process; structural issues; planning and implementing IMC; measur ...

This paper considers global advertising and the globalisation of brand communications. Detailing the idea of centralisation; global vs. local; and how global advertisers approach the issues raised vis ...

Considers market models and modelling and how the process simplifies confusing masses of data. Detailing the two main roles of models – description and prediction; phases in model development; the mod ...

Explores the key question of why people buy what they do. Discusses various theories, such as Maslow's hierarchy of needs, need states and motivation research. Like all papers in the WARC Best Practi ...

This paper looks at how planners navigate the maze of media channels available in today’s world. It summarises the criteria for choice, recent research approaches and how this is affecting media decis ...

This paper looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limitati ...

This paper looks at Customer Relationship Management - its origins, principles, practices and bibliography. In the 1990's CRM changed the way the world saw database marketing and resulted in the growt ...

This paper reviews brand loyalty in the fmcg field, covers the area of double jeopardy and the share of requirement. The question of whether brand loyalty is declining is examined and also whether con ...

This paper discusses brand image, defined as 'the complete mental picture' that consumers aware of a brand hold about it. It addresses the importance of brand image; what constitutes it; how it can b ...

Provides an overview of PR as a marketing tool, including an examiniation of its competing definitions, the planning process invloved in developing PR campaigns, typical features of PR programmes (e.g ...