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Five Critical Questions You Need to Ask Your Media Partners
These are critical queries that are designed to elicit the answers we all will need to make marketing more effective and efficient.
Avoid Common Business Sins With the 10 Commandments of Marketing
The following commandments do not come from a mountaintop. They come from many years of experience in categories from caskets to computers and everything in between.
How to Keep Your Super Fans From Becoming Super Enemies
The passion that drives a super fan today is very similar to that of the Snapple-lovers of the early '90s, but the modes of engaging, promoting and interacting with brands has changed dramatically.
Why the Curtain Should Not Have Fallen on RJR's Premier
According to the Centers for Disease Control and Prevention, there have been more than 10 million smoking-related deaths since 1988. I often wonder whether that figure would be lower if it weren't for the rigidity of the anti-smoking lobby.
How to Achieve Job Security: Intelligent Job-Hopping
Though job-jumping can be riddled with pitfalls and unknowns, those courageous enough to embrace their fears will quickly outpace their peers.
Neuromarketing Still Raises Questions, but Shouldn't Be Ignored
With its broad range of neuromarketing technologies and its multiple levels of review by objective experts in the relevant disciplines, the NeuroStandards Collaboration was designed to help the industry learn how best to apply the capabilities of neuromarketing to real marketing issues and decisions.
Neuromarketing Still Raises Questions, but Shouldn't Be Ignored
With its broad range of neuromarketing technologies and its multiple levels of review by objective experts in the relevant disciplines, the NeuroStandards Collaboration was designed to help the industry learn how best to apply the capabilities of neuromarketing to real marketing issues and decisions.
In Battle Between Social and Mainstream, Hybrid Media Will Be the Winner
Social-media marketing is getting boring -- at least by itself. It still largely sits in a silo and therefore fails to realize its full potential.
Actually, Pricing, Not Content Is King -- and Netflix Might End up Retaining the Throne
The eventual loser will not be Netflix, or its new owner. The loser will be the distribution channels which do not greedily charge $16 per month, but which greedily charge, on average, $80 a month and don't recommend anything but pricier tiers of service.
Why Old Spice Ad May Be the Ad Your Ads Shouldn't Be Like
Humor can be extraordinarily powerful. There are few things more important to the human experience than laughter. But, it's not the most powerful tool for advertising.
Sentiment Analysis Can Help Find the Idea in That Pile of Data
Here's one way to commit to measurement while honoring your spirit, your customers, and the big idea: Measure what your customers say about you when they're talking to each other.
News Brands Confront the Rise of Mobile Curation Apps
On the internet your competition is always a click away. This has long been a reality in the news business. But now it's worse.
A Wishlist for the Industry in 2011
It seems like only yesterday we were easing out of the recession with one big wish for 2010: That our economy, and industry, recover. Twelve months later, we've witnessed 2,600 ad agency jobs and 7,500 media jobs added and encouraging consumer spending, especially during the holidays. Economic challenges persist, but we're focusing our 2011 wishlist on other pressing issues. Here's what we'd like to see.
Election Cycle Ushers in New Age for Political Marketing
The presidential-election cycle is shaping up to be one for the ages. Already it's well on its way to being one for the record books. According to Evan Tracey, of TNS's Campaign Media Analysis Group, "The top tier for both the Democrats and Republicans appears to be well on their way to raising at least $60 million each in 2007 and should have more than enough money to run TV and radio ads at saturation levels in all the early primary states." That's only the top tier. And that's only for the 2007 portion of the festivities.
CEO: Red's Raised Lots of Green
Last week Ad Age published a story headlined "Costly Red Campaign Reaps Meager $18M." We at Red take extreme issue with the numbers quoted -- to say our partners spent $100 million on marketing is wrong, by more than 50% -- and the fact that the article quoted unidentified experts. We also take issue with the revenue streams credited to our campaign, which has been a fantastic success.
A Quick Reminder to Wash Your Hands, From K-C
CINCINNATI (AdAge.com) -- If you're in a public restroom and you hear a disembodied voice reminding you to wash your hands, it's not divine intervention. It's Kimberly-Clark.
Out of Site at AdAge.com
From 'The New York Times' Branding gains street cred, becomes an 'art' Using downtown New York City hustler (and we mean that as a compliment) Aaron Bondaroff (aka A-Ron) as a starting point, The New York Times' Rob Walker takes a look at branding as counterculture statement. "Manufactured commodities are an artistic medium? Branding is a form of...
AOL in need of family therapy
"Our enterprise is more than a collection of great brands that are owned under one roof," reads the "About Us" section on Time Warner's website. "Time Warner's businesses strive to gain competitive advantage from opportunities for constructive collaboration." Too bad they're not collaborating within the same company. One of Time Inc.'s jewels, S...
Plenty of room to grow in China
How does Procter & Gamble build its business in China? One coif at a time. "When we first went to China in 1988, we didn't get one shampoo occasion a week," CEO A.G. Lafley told analysts on his last earnings conference call. "So you build it up to one shampoo occasion a week, and then if you can build it to two ... you've doubled the market. And we...
Not Marketing to People with Disabilities? You're Missing Out
Would it be surprising to you to that, according to the U.S. Census Bureau, 20% of the adult population reports having a disability? To bring it closer to home, imagine 54 million adults with various disabilities spending nearly $200 million every year on food, electronics, health and beauty products, home goods and much more. As if those figures a...
