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LIVE ISSUE/SPONSORSHIP: Has sponsorship become a brand-building tool? Can linking up with events enhance awareness of the brand, asks Richard Cook

19 Dec 1997 | by RICHARD COOK

that doesn t make it to most car buyers shopping lists and we wanted to rectify that situation. In other ...

CAMPAIGN INTERACTIVE: CASE STUDY/IBM. Why IBM chose traditional media to promote the benefits of e-business. Mairi Clark discovers how Ogilvy & Mather focused on press and TV to approach an Internet-wary audience

12 Dec 1997 | by MAIRI CLARK

. But anybody expecting innovative online advertising will be disappointed by the computer giant s decision.... But anybody expecting innovative online advertising will be disappointed by the computer giant s decision ... as an online catalogue, which they needn t resort to. A small number of companies are using the Net to make ... , and maybe even see a reason for getting online, but they are unsure of the process, Clark says ...

CAMPAIGN INTERACTIVE: BEHIND THE HYPE/INTERNET PRODUCTS - Net gizmos in danger of pushing users beyond endurance. Website users are prey to hype when it comes to Net add-ons. Simon Waldman unpicks myth from reality

12 Dec 1997 | by SIMON WALDMAN, the Guardian’s dep

Websites. Of course, if you spend hours on-line, you will already know this. But the chances ...

Marketing Technique: Sales Promotion - State of the art/Youngsters helped to suss out shopping

04 Dec 1997 | by KEN GOFTON

teenagers the low-down on their shopping rights, and is called Shopping Sussed....The Office of Fair Trading is launching an unusual interactive CD-ROM. It is intended to give teenagers the low-down on their shopping rights, and is called Shopping Sussed. The interactive ... the players to examine their own attitudes toward shopping. Don t you just hate smart kids ...

Goldfish offers shopping guides

20 Nov 1997 | by MIKE HEWITT

The British Gas-owned Goldfish brand has extended its operations beyond financial services for the first time, with the launch next year of a range of printed guides to buying consumer durables.

Media: My encyclopedia is dead, long live my shiny CD-ROM

20 Nov 1997 | by RAYMOND SNODDY

space and it seems there is absolutely no market in second-hand book shops for out...they got the message, could be about to give all the interactive, on-line home shopping malarky a run ... shelf space and it seems there is absolutely no market in second-hand book shops for out ... may have gone but real-live interactive shopping stays. Raymond Snoddy is media editor ...

Relationship Marketing & Marketin 97: Preview - Marketing 97 round-up/Relationship marketing comes under the spotlight at Marketing 97. The exhibition and conference, staged by Haymarket Publishing and Miller Freeman, is at Olympia from November 25

20 Nov 1997 | by ROBIN COBB

variety of wacky interactive adventures, with surprise rewards and downloadables. Shopping ... in relationship programmes. Direct shopping is set to explode over the next few years, predicts MMG ...

MARKETING FOCUS: The new establishment - Microsoft, Nike, The Body Shop and Virgin have joined

13 Nov 1997 | by AMANDA RICHARDS

, this is also true of Nike, Virgin and The Body Shop - all formed around the same time as Microsoft and now ... in The Body Shop s armour. Like any successful brand, anti-establishment ones have to be built ... are thinking. She believes that The Body Shop failed to evolve its brand and paid the price ...

PROFILE: Chief Yahoo - Jerry Yang Co-Founder YAHOO!

30 Oct 1997 | by MIKE HEWITT

Jerry Yang s original personal Web page is still online at http:// akebono ...

ADVERTISING & PROMOTION: INTEGRATED OFGAS

23 Oct 1997 | by HARRIET MARSH

to shop around for their gas supplies when their region deregulates. The Campaign In line ...

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