How 'Gut Instinct' Advertising Decisions Hurt Marketers
An Interview with 'What Sticks' Co-author Greg Stuart
The practice of basing advertising-campaign decisions on gut instinct rather than scientific research is responsible for the massive waste of marketers' money, according to Greg Stuart. In this 10-minute interview, the then-CEO of the Interactive Advertising Bureau reviewed the findings of the five-year research project detailed in "What Sticks," the new book he co-authored with market researcher Rex Briggs.
Axe's Sex Sell Scores a Major Marketing Coup
Jack Neff Discusses the $2.4 Billion Deodorant Category
The $2.4 billion-a-year deodorant market is one of the country's most competitive package goods arenas. Ad Age reporter Jack Neff offers listeners an insider's view on the methods used by Unilever's Axe product line to bulldoze its way to the head of the male deodorant category in just four years.
Advertising Age Was Wrong About Kevin Roberts
An Interview with 'Ad Age' Editor Jonah Bloom
In a 2005 article about Saatchi & Saatchi CEO Kevin Roberts that echoed widespread sentiment, Advertising Age suggested the flamboyant executive was promoting his new book "Lovemarks" instead of focusing on the real business of his agency. But now, that same book has just played a pivotal role in Saatchi's win of the $430 million JC Penney ad account. In this audio interview about the behind-the-scenes intrigue of that account move, Ad Age editor Jonah Bloom concedes that Mr. Roberts may have showed us all a thing or two.
Opinion Fatigue: Inside The National Market-Research Crisis
An Interview with 'Ad Age' Reporter Jack Neff
So many U.S. residents refuse to participate in marketing-research surveys that it has become increasingly difficult to get reasonably reliable consumer data -- a problem of potentially catastropic implications for the big marketers who spend tens or even hundreds of millions of dollars for such research each year. "This is a problem of stunning scope," explains reporter Jack Neff.
U.S. Automakers: Too Many Brands, Too Little Courage
Interview With Co-Author of New Book 'Branding Iron'
The U.S. domestic auto industry is collapsing because Detroit executives have too many brands and not enough personal courage to change their companies' ineffective marketing practices, according to a new book by Charles Hughes, former CEO of Mazda North America, and William Jeanes, former editor of Car and Driver magazine. Mr. Jeans, who is also a former senior VP on the Ford account at JWT in Detroit, provides highlights from the book, "Branding Iron."
How Special K Became Kellogg's Best-Selling Product
Simple Breakfast Cereal Becomes Comprehensive Diet Plan
It's no small feat that Special K has become the best-selling brand of Kellogg, a $10 billion-a-year company that markets more than 180 products. Ad Age reporter Stephanie Thompson explores how Special K has evolved from a simple breakfast cereal to a megabrand dieting program that competes with Weight Watchers and Jenny Craig.
Is Nascar Marketing Running Out of Gas?
Race Circuit's TV Ratings and Track Attendance Decline
After years of ever higher TV ratings and ever larger track crowds, Nascar, the country's second richest sports advertising venue, is suffering a decline in both audiences. Ad Age sports-advertising reporter Rich Thomaselli takes closer look at what is happeing and what it all means.
Inside LeBron James' Marketing Summit in Akron, Ohio
Report From Sports-Marketing Writer Rich Thomaselli
Cleveland Cavaliers basketball star and emerging marketing endorsement heavy LeBron James convened an unusual 'marketing summit' for himself in Akron, Ohio, last week. Attending along with reps from Coca-Cola, Nike, Microsoft, Bubblicious and other interested corporations was Ad Age sports-marketing reporter Rich Thomaselli. Listen to Thomaselli's inside descriptions of the two-day event at which James unveiled a strategy to transform himself into a global marketing icon in time for the 2008 Olympics in China.
Supersizing the Cheeseburger Business
A Curious Marketing Story in a Time of National Obesity Angst
Despite a raging national controvery over the obesity epidemic, the fast food industry continues to expand its offerings of gigantic new kinds of cheeseburgers. Ad Age food industry reporter Kate MacArthur notes that while nutritionists are appalled by the new trend, sales in this so-called 'brawny burger' product category are increasing much faster than sales of normal-sized burger fare.
Marketing Implications of New Census-Bureau Consumer Data
Interview with American Demographics Editor Bradley Johnson
The impact of accelerating immigration on California has become so great that 42% of that state's residents speak a language other than English at home, according to the latest Census Bureau study. American Demographics Editor Bradley Johnson explains some of the latest findings from the Bureau's annual American Community Survey.