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LICENSING: CHARACTERS FOR HIRE - A much-loved band, cartoon character or film star can help give your advertising added mileage But, Jim Davies warns, watch out for the pitfalls involved.

product and the personalities. It s important that the personality doesn t swamp the brand, no matter ...

Business presentations: In the spotlight - Some people would rather die than give a presentation. RACHEL MILLER reports on the consultancies offering assistance to the shy marketer

matter of days? It can be taught, says Stuart. We work with a person and how they are. The fear is ...

OPINION: How adland can learn from the Louise Woodward case - These days, accessing the Net is just child’s play, William Howells says, but few people - including agency staff - see the need for effective planning of the medium

Internet became a medium for airing one s views, no matter how radical. So those who put Louise ...

AGENCY REPORT: The guide to public relations consultancies 1997 - Evidence of success/This year’s Report reveals that consultancy standards are rising fast across the board, as Kate Nicholas reports

high standard of quality. It is also important to remember that no matter how exhaustive the ...

An AMV BBDO advertising supplement: Profile/Michael Baulk, Andrew Robertson, Peter Souter - The new power generation. Abbott Mead’s seamless succession is the envy of adland. Stefano Hatfield reports on the new guard

there should be no distinction. Of course, the numbers matter to him - and how - but his stewardship ...

THE MOOD IS THE MEDIUM: Ads are likely to be most effective when consumers actively seek stimulation and are able to respond, research says. Should shops take on board the issues of consumer receptiveness? Meg Carter reports

People say taking into account environment is important, but they re not doing it. It s a matter of ...

The worst scenario for best intentions

would be unfair to lay the latest dispute at his door. It s a matter of sales practices rather ...

Advertising & Promotion: Marketing: art or science? - Two senior and respected industry figures have challenged presumptions that knowledge plus science inevitably equals successful business practice Danny Rogers reports.

matter which mode the marketer employs as long as the customer is being properly and efficiently ...

Media: ITV sparks new sales clash - ITV’s new sales policy has angered some clients, who believe it will shoehorn them into inflexible deals. With ITV’s share of audience falling, an unseasonal clash is brewing. Anne-Marie Crawford reports

group for its view on the matter. As this article went to press, the IPA was meeting to discuss ...

MARKETING MIX: BT will only play with the big kids

Supplier List (QSL) . BT was clearly not prepared to debate the matter, as it helpfully informed the ...

 

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