The hardest sell: infomercial mavens say the big brands are coming

Article Abstract:

The television infomercial is poised to become a choice advertising medium despite reservations that many marketers have about its shady reputation. The cost-effectiveness of infomercials alone might be enough to overcome any qualms. A 30-minute infomercial is less expensive to produce than a 30-second commercial because of low production standards. More importantly, the 800 numbers that accompany each airing provide marketers with instantly verifiable consumer feedback. Major marketers such as IBM and Proctor and Gamble are tentatively considering forays into the medium.

Motion picture & video production, Advertising, not elsewhere classified, Innovations, Economic aspects, Television advertising, Direct marketing, Infomercials

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New brands for old

Article Abstract:

City Centre Restaurants uses the brand names Deep Pan Pizza and Garfunkels, and was developed into a major chain in the 1980s. The restaurants are to be modernised and new restaurants will be built. Garfunkels has entered new markets such as airport terminals and has decreased its product range, improving results. The pizza chain will offer greater choice and better entertainment value. A new restauranr using an India theme is to be opened, and US-style diners are planned.

Fast Food Restaurants, Limited-Service Restaurants, Management, Restaurants, Restaurant management, City Centre Restaurants PLC

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The ad budget: top 200 brands use all months to decide

Article Abstract:

Results of a survey of Top 200 Brand companies on timing of budgeting functions are presented. Survey indicates: budgeting is year-round, over half use the calendar year, budgets are reviewed quarterly by two-thirds of companies, and budgets require about four months.

Planning, Advertising, Corporations

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