June 12, 2006
RSS could be mainstream media's killer web app but few have put it to full use. Ad Age Digital Columnist Steve Rubel says they should go all the way: full-text syndication.
June 06, 2006
To really harness the power of Web 2.0, writes Steve Rubel, Ad Age Digital columnist, rethink traditional online ad units. "It's going to get harder to reach the most influential online consumers through [banner ads]," he writes. One solution? Picture-in-picture advertising -- service- and information-oriented widgets that marketers can sponsor.
May 29, 2006
NEW YORK (AdAge.com) -- For most of my working life I've been a PR guy, but two years ago I started a blog called Micro Persuasion, which tracks the advent of social media. By actively participating in the conversation, I now advise companies how to plot a course through this new landscape -- and hope to do the same with this weekly online column I'll be writing for Ad Age Digital.
May 21, 2001
The ad from Morgan Stanley was all-inclusive. It offered "more than a quick plan highlighting stocks and mutual funds." The pitch throws in college and retirement planning, tax, insurance, "even directions on what to do in a financial crisis." Welcome to the soft-landing strategy, where "asset aggregation" are the buzzwords for the year. While cro...
May 21, 2001
hrysler Group last fall introduced a total makeover of its signature minivans-only to see minivan sales through January fall back 6%. Cheap models and the high-end line sold well, but sales of Chrysler's bread-and-butter Dodge line of minivans crashed nearly 30%. What to do? Chrysler, which had pushed prices up to pay for the costly redesign, didn'...
May 21, 2001
After cranking out growing numbers of premium-price just-add-meat dinner kits to cater to busy families during the boom, food marketers are cranking out even more as the economy slows. How can the same category thrive in good times and bad? Unilever's Lipton and Campbell Soup Co. are banking that convenience will be just as important to consumers i...
May 21, 2001
One apparel retailer is beating the economic downturn by cutting its business from a different cloth. Chico's FAS-as in Chico's Folk Art Specialties, the business it started with in 1983-continues to rack up sales and profits by eschewing the dictates of Seventh Avenue. It's succeeded thanks to marketing innovations that address head on an issue th...
May 21, 2001
Earlier this month, Darden Restaurants hit its all-time high stock price of $29.02 in the midst of an economic downturn, defying conventional wisdom that people look for the cheapest eats when things slow down. The parent of Olive Garden and Red Lobster-a "throwback" four years ago when General Mills spun off the then-foundering restaurants unit-is...
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