Marketing strategy in a recession - is attack better than defence?

The classic strategic marketing response to a recession is to cut the marketing budget.  But is this the best action for a firm looking to address the threats and exploit the opportunities in a downturn? In what circumstances might it be appropriate for a firm to increase marketing spending in the face of worsening market conditions and falling sales?

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The Museum of Brands - well worth a visit

I had no idea that the Museum of Branding, Advertising and Packaging existed until I saw Robert Opie, its founder and director, being interviewed on BBC Breakfast last month about Kraft’s takeover of Cadbury’s. But having found that it is in Notting Hill in London, I visited with a group of AS level Business Studies students on Friday and we had a very good afternoon there. 

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Revision Quiz - Marketing Mix (20 Questions)

Here is a revision quiz which might help students preparing for AS units requiring knowledge and understanding of the marketing mix.Each time you take the quiz, 20 questions are drawn from the quiz database of 80 revision questions on product, place, promotion and pricing.  There is also a VLE version which you can import into your learning system to track student usage and performance.  The links are below:

Launch Interactive Quiz on the marketing mix

Download VLE-import version (Zip file)

Revision Presentation - Marketing Mix: Introduction to Promotion

The basics of promotion as part of the marketing mix are outlined in this revision presentation.

View revision presentation on: Marketing Mix: Introduction to Promotion

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BOGOF becomes BOGOFL (or BNFNT)

BOGOFL hasn’t quite got the same ring to it has it - but it’s a development that is being used in the latest round of supermarket wars.

BOGOFL stands for “Buy One Get One Free Later”, and involves the customer receiving a voucher at the till which entitles them to a second product free at a later date.  It is also referred to as BNFNT (Buy Now Free Next Time)

The idea was first announced by Tesco in October as a response to criticism that BOGOF offers created waste as many of the foodstuffs were going off before customers could use the free product.  However, today Tesco’s arch rival Sainsburys, which has seen some positive signs lately, were able to implement the idea before Tesco and launched the offer on two products.

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Promotion under fire as BMA calls for ban on drinks marketing

Should all alcohol-related advertising and promotional activity be banned?  The British Medical Association think so - calling for a ban in the UK…

Using Celebrities In Adverts

Kerry Katona’s sacking from the Iceland adverts (read the full story here) raises an interesting question - is it a good idea to use celebrities in advertisements?

Q&A - What goes into the “marketing mix”?

The marketing mix deals with the way in which a business uses price, product, distribution and promotion to market and sell its product.

New product development creates waves in the pool

If a new product comes onto the market and seems to deliver a 2% improvement in performance, would that be enough to create a storm of protest in a market?