Striking Up the Brand To Draw Customers

Haugsted, Linda
September 2006
Multichannel News;9/25/2006, Vol. 27 Issue 38, p30A
The article discusses the marketing and customer-service strategies of cable operator Comcast Corp. in the U.S. According to Marvin Davis of Comcast, the expansion of the company is all about price, packaging and promotion. Davis asserts that effective advertising campaigns allow the company to gain the marketplace's attention. Comcast has developed an in-house selection tool to screen new hires.


Related Articles

  • Comcast Rings Up Verizon Marketer Davis. Donohue, Steve // Multichannel News;2/21/2005, Vol. 26 Issue 8, p26 

    Reports on the selection of former Verizon Wireless executive Marvin O. Davis to direct the marketing strategy of Comcast Corp. Responsibilities of Davis in the company; Criteria used by Comcast executive vice president Dave Watson that led to the selection of Davis; Plan the company to add...

  • MISUSING TARGETED MEDIA. Hilbrich, Jonn // Promo;Mar2008, Vol. 21 Issue 2, p22 

    The article remarks on the misuse of targeted media in advertising campaigns. According to the author, the effectiveness of mass media advertising has declined and all evidence indicate the need for a new way of marketing. He contends that money is still important for advertisements but those...

  • Gearing Up for the Quadruple Play. Davis, Marvin // Multichannel News;7/17/2006, Vol. 27 Issue 28, p38 

    This article presents an interview with Marvin Davis, senior VP of marketing at Comcast Corp. Davis explains the addition of wireless phone service to the bundle of products that Comcast sells to customers in the U.S. When asked what his primary marketing pitch are, Davis cites that in the...

  • Davis's Rules of Marketing. Davis, Marvin // Multichannel News;7/25/2005, Vol. 26 Issue 30, p6 

    Interviews Marvin Davis, senior vice president of marketing of Comcast Corp. Career background; Importance of wireless telephone service to the marketing strategy of Comcast; Information on the marketing strategies used by Comcast.

  • Comcast. Cuneo, Alice z. // Advertising Age;11/13/2006, Vol. 77 Issue 46, pS-11 

    The article looks at the cable company Comcast. According to the article, Marvin Davis, senior VP-marketing at Comcast Cable, has wakened sales at Comcast with a multifaceted, retro chic marketing push for products such as the triple play of digital voice, cable, and high-speed internet. The...

  • Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management. Viswanathan, Madhubalan; Rosa, Jos´┐Ż Antonio; Harris, James Edwin // Journal of Marketing;Jan2005, Vol. 69 Issue 1, p15 

    A study of the decision making and coping of functionally illiterate consumers reveals cognitive predilections, decision heuristics and trade-offs, and coping behaviors that distinguish them from literate consumers. English-as-a-second-language and poor, literate consumers are used as comparison...

  • Honda direct blitz builds on 'Hate' campaign.  // Precision Marketing;5/20/2005, Vol. 17 Issue 29, p3 

    The article reports on Honda Motor Co. Ltd.'s direct response campaign to promote its diesel range. Hicklin Slade & Partners has put together a multimedia push, which includes a 32,000-strong direct mail campaign, and 600,000 door-drops that will be sent to prospects. Some 5,000 fleet decision...

  • How to avoid 'Snafu Complex.' Hume, Scott; Johnson, Bradley // Advertising Age;5/25/1992, Vol. 63 Issue 21, p4 

    This article presents the views of sales promotion agents regarding the promotional error of Anheuser-Busch (AB). It is said that failed promotions should not damage the advertising industry's reputation any more than a failed advertising campaign sullies the image of the advertising business....

  • Advertising as a Public Relations Tool; A Distinction Without a Difference? Buchwald, Elias // Journal of Advertising;1975, Vol. 4 Issue 1, p11 

    The author discusses using advertising as a public relations tool. He notes that nearly every sound marketing communication plan is built around a solid advertising program. The author explains that sales promotion and public relations supplement and complement advertising and round out...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics