Big In Print
Guest Columnists
Today's Marketplace Is Social, But Not Only Because of Technology
Regardless of how the financial community looks at Facebook, the marketing community is asking questions.
Who's to Blame When an Ad Incites Anger?
Launching a campaign is like launching a nuclear missile: both the agency and the client have to turn their key. So when a campaign goes awry, such as Ashton Kutcher's recent "brownface" Popchips ad, it's unfair for the client to implicate the agency.
Big Data Requires Complex Analysis, But Don't Be Scared Off
Segmentation groups customers based on characteristics. But it can get so complex that companies become paralyzed.
Macy's Brings Brazil to Customers
Macy's looked to its history for inspiration in its latest marketing and merchandising effort, "Brasil: A Magical Journey."
Why It's Important for Us to Strictly Police Our Own Digital Efforts
Here's why self-regulation is in the interests of advertisers and the agencies that partner with them
Female Ad Characters Are Now More Than Just Sex Objects -- Kind Of
Marketers have always used women to sell products, but spokeswomen have lately veered away from the standard model of a well-endowed blonde in a mini.
Too Many Brands Stuck on Media Part of Social Media
If we can liberate ourselves from the "media mindset" and adopt a more "social mindset," we will then be able to make significant progress in understanding how to take part in the brand conversations going on around us, and how to build relationships in this new world.
What Do We Really Mean When We Say We Will Not Track Online?
The controversy comes down to the difference between data collection and targeted marketing: Does do not track mean do not collect or do not target?
It's Time for Advertising to Take a Lesson (Gasp!) from Public Relations
Advertising agencies need to learn how public relations can actually improve their creative thinking.
Improving the RFP: Better Questions Yield Better Results
Marketers: If you want to find your agency "soul mate," you'd better review, and possibly retool, your request for proposal process so as not to turn off the perfect prospect.
Market With Messages That Tap Into Man's Primal Urges
Marketers should make use of the Seven Deadly Sins and Seven Heavenly Virtues.
Lessons in Passion and Fearlessness from the Next Generation
Bravo to students in an Ad Fed competition in Shreveport, whose passion and fearlessness are models of the qualities agencies need to innovate and succeed.
But Wait, There's More! Gaining Trust in the Direct-Response Realm
The direct-response industry has some of the most colorful, entrepreneurial people in the world writing copy and millions of customers reading or watching those advertising claims.
The Case of the Rise in Consumer Class-Action Suits, and What It Means
Consumer class-action litigation has exploded. Every month, dozens of new cases are filed -- most of them in California.
Let's Act Responsibly to Avoid Ruining the Marketplace of Ideas
The discussion about regulating the public-relations profession is back in the news. We've been down this road before, seemingly every time a string of ethical transgressions crops up.
Protect Your Clients: Social-Media Tips for the Heavily Regulated
While the promise of real-time engagement with customers is appealing, social presents regulatory challenges.
Learning the Rights and Wrongs of Commercial Speech
Michael Jordan recently learned that his achievements on the basketball court do not translate into success in court when his opponent is the First Amendment.
Rules for Protecting Your Brand's Color, in Black and White
A single word or logo conveys powerful brand messaging in an efficient, uncluttered way. Likewise, with careful advertising strategy and execution, a single color can itself be a compelling brand.
Has Advertising Played A Part in the Bullying Epidemic?
Bullies prey on those who are seen as deviating from a standard that our industry often helps to create.
A Name Can Make the Difference. Just Think of 'Pink Slime'
If "pink slime" shows the power of language, then companies and brands can also use language to communicate in powerful, meaningful ways -- verbal branding.
