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TOP ONLINE STORY
Armchair CDs Speak Out On Super Bowl Spots
by Laurie Sullivan
Twitter and social media have become the water coolers, spitting out data on ads during Super Bowl XLIV. While most football fans munched on chips and salsa Sunday night watching the Saints battle the Colts for the championship, marketers and ad agency executives monitored the Web for chatter.
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TOP MEDIA STORY
TV Ad Market: Less In 2013 Than 2006
by Wayne Friedman
Although the advertising share of revenues from digital and retransmission fees will grow in the coming years, overall ad dollars for TV stations will still be $3 billion less in three years than ad dollars in 2006.
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TOP MARKETING STORY
Private-Label Growth Outpacing Brands
by Karlene Lukovitz
"Wine is a highly fragmented category, and we believe that in many cases, consumers are not even aware that they're buying private-label wines -- the wines come in attractive bottles and don't actually bear a retailer's name," says Nielsen's Danny Brager. Some retailers' private-label spirits brands also tend to fly under the consumer's radar; in other cases, consumers simply view store brands as a good value.
THIS JUST IN
Multiple Dynamics Drive Hormel Umbrella Campaign
by Karlene Lukovitz 19 minutes ago |
The campaign's emphasis on the quality/trust factors of products under the Hormel umbrella -- sans direct references to the "value" message so prevalent in most CPG advertising now -- may speak to an additional underlying strategic goal, points out Michael Stone, president/CEO of The Beanstalk Group brand licensing and consulting agency.
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IN PRINT
INSIDE JANUARY
Fast Forward
January columns are always ones for waxing on about the year ahead. And, rest assured, I will, but first let me talk a little about the year behind - very little. It sucked. It sucked so much so, that I watched a lot of good people - really...
The Dying of the Light
There is no denying that daytime soap operas - once the cash cows of the broadcast networks - have seen better days, and it's safe to say that we'll never see a return to those heady times when 30 million viewers tuned in for Luke and Laura's wedding...
Webisoaps Keep the World Turning
Watching episodes of today's low-budget, limited-run Web soaps (with their average running times of approximately five minutes), it is difficult to imagine the genre developing into something that might rival or replace the daytime dramas of broadcast television. But remember, television soaps in their infancy ran for only...
Double Coverage
The office is sparsely decorated, but exemplifies the dichotomy between a career left and a new one beginning. A replica Super Bowl trophy is on one side. Directly across are two framed Playbills from Broadway productions he's involved in....
Will Bud Drop the Bowl?
Over the past 20-plus years, Anheuser-Busch ads have become sort of a sine qua non of the Super Bowl. The brewer has used the audience of more than 100 million to introduce expressions such as "Whassup" and stunts such as the Bud Bowl into the American lexicon. But...
Novel Excerpt: Ad Asylum
I'm watching my poor cell phone. I think it's become schizophrenic. I've programmed it with so many different ringtones for so many different things that it's lost its identity. One tone for my clients, one for my boss, one for my work friends, another for my creative director....
Agency of the Year 2009: Agency of the Year: MPG
All too often, MEDIA's Agency of the Year profiles begin by rationalizing why we made the picks we did. We do that mainly for readers who may not have had the privilege of being exposed to the winner's work, which in the case of media services, sometimes may...
Agency of the Year 2009: Boutique of the Year: Spark
Spark Communications often operates in the shadows of its bigger brethren Starcom and MediaVest, but the entrepreneurial spirit of the media boutique helped it stand out and differentiate itself in a way that the more established Publicis' media brands could not during 2009....
Agency of the Year 2009: Supplier of the Year: Hulu
Given News Corp.'s war on free content, and NBC Universal's future under cable king Comcast, Hulu's path is looking unclear at best. In 2009, however, the joint video venture - between News Corp., NBCU and, more recently, Disney - reigned supreme as the Web's premier platform for premium...
Agency of the Year 2009: Client of the Year: Malvertisers
Every so often, magazine editors like to use gimmicks to convey important ideas and trends that are changing the world of their readers. And more often than not, they use devices like annual awards or recognitions to do this. So in the spirit of Time magazine picking everyone...
On The Record: The Last Remote
The first TV remote control was created in 1950 and was a rather clunky device called the Lazy Bone. Limited to turning the set on and off and to changing channels, it was doomed to fail - largely because people tripped over the inconvenient cable that stretched from...
The Sell: The Real-Time Focus Group
My advertising mantra is "crawl, walk, run." While it is tempting to jump directly into the latest and greatest (think social or mobile), grounding a campaign in paid search (tried and true) is ultimately more efficient. Search is a reasonable basis for every campaign because it is a...
The [Ad]vantage: Dude, Where's My Flying Car?
Here's to the future we live in. It's 2010, a favorite time period among science-fiction writers, when fantastically advanced technology would be infused into everything that surrounds us. Computers would take on new forms and wait attentively for our next command, intergalactic travel becomes commonplace, and flying cars...
The Futurist: What Took So Long?
With the holidays over and the second decade of the 21st century winding down, it's time to recap the highlights from the gift-giving season. As always, technology fueled the new must-have gifts as augmented reality completed its transformation from aesthetic value to core functionality. It's no surprise that...
Media Marketplace: A Mob of Meerkats
Instead of behaving like a mob of meerkats, nervously scanning the post-recession landscape for the next scary thing to send us scurrying into our holes, it's time to bring the strategy and impact back to media. The best place to start isn't just spending more, but spending more...
[In]Sight: Social Media Literacy Rising
Of all the data on our evolving media landscape I've unearthed over the last year, one fact has struck me much more forcibly than any other. Over the last 12 months, across the world, social networking has overtaken face-to-face as the primary way that Internet users maintain their...
Productivity: A Darwinian Gale
What the great recession has wrought is not what is popularly supposed. One common view, perhaps the most widely proclaimed, is that the recessionary experience of frugality has ushered in an enduring era of penny-pinching and thrift that will wholly define the character and mindset of the recovery...
The Consumer: A Staggeringly Foolish Plan
Being a generally optimistic chap, I rarely fall victim to cynicism. But I've found myself wondering recently whether new media hasn't started to get, well ... a bit old.
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Anachronistic Front: The Future Perfect
"My global concept is called Rétrofuturs: Mix the past, the present, the future, and shake it," says designer and former semiotics professor Stéphane Massa-Bidal, who created this series envisioning social media platforms as classic Penguin paperbacks....
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INSIDE JANUARY
Ed:Blog: Interns of the Year?
The day we announced the honorees of OMMA magazine's 2009 Agency of the Year Awards, an intern at R/GA, which we selected as Agency of the Year, tweeted "Does this make us interns of the year?"
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Agency of the Year 2009: R/GA
The Outsiders: It seemed more than a little back-to-the-future, when, on a recent December morning, yours truly found herself once again at the quasi-compound that is R/GA New York. I was there, of course, to delve into what made it OMMA's Agency of the Year, but all I...
Agency of the Year 2009: Silver: Razorfish
Tougher than leather: Like the prehistoric relic its name conjures, Razorfish, one of the very first interactive agencies, has weathered cataclysmic shifts in the online environment, surviving two recessions and remaining intact through four acquisitions....
Agency of the Year 2009: Best Creative: AKQA
Flipping and mixing recession?
What recession? While the agency business was hit hard by the economic downturn last year, AKQA enjoyed one of its "most productive and fruitful years ever," says AKQA global creative director Rei Inamoto....
Agency of the Year 2009: Best Search: iCrossing
A vital connection is made: It didn't matter how ugly the online ad industry got in 2009, iCrossing managed to shrug it off. Research firm eMarketer estimates companies spent $22.4 billion, down 4.6 percent from the prior year, for online advertising in the United States....
Agency of the Year 2009: Best Mobile: Phonevalley
How local can global go? Publicis Groupe's mobile marketing agency Phonevalley may not be planning global mobile domination quite yet, but it certainly has a worldwide plan. Since its acquisition by Publicis in 2007, Phonevalley has brought mobile expertise into 30 of the company's agencies in 10 countries....
Agency of the Year 2009: Best Buying and Planning: MediaVest
Hulu hooping across platforms: When it made an upfront-style deal with Hulu, Mediavest moved millions of dollars out of broadcast and into the digital space for such old-line clients as Procter & Gamble, showing the confidence to make industry-leading moves, with the scale and means to pull them...
Agency of the Year: Best Web Design and Development: Firstborn
Born to run: Working both with agency partners such as Droga5, Wunderman and Ogilvy as well as, increasingly, as digital AOR (including recent wins Aflac and SoBe), Firstborn has raised the bar for advanced design and development that feels somehow simple and intuitive to users. After all, all...
Cross-Media Case Study: Signal Strength
In early 2009, Verizon Wireless knew it was headed for a showdown with AT&T. Months away was Verizon's pact with Google, the launch of the Droid smartphone and the company's effort to elbow AT&T out of the iPhone contract. It was dawning on the phone giant, known as...
Logging In: The False Darwinism Of Competition
How many ad networks on one media plan are too many? If you are running a performance-based campaign, the answer may be two. Does that sound crazy? After all, it's pretty common today to see online media plans that have six, seven, 10 or even more networks on...
Web U: To Bid Or Not To Bid
Hamlet asked, "To be or not to be?" Advertisers have to ponder "To bid or not to bid?" - on their own name. And it is the question brand managers have the most trouble answering. Sometimes bidding on your own name is a smart idea, other times it...
Industry Watch: Shopping May Be Dropping
It's no surprise that people spent less on gifts this holiday season, but a somewhat surprising Nielsen survey reveals that of those dollars being spent, even less went online. Bargain hunting is the norm during the holiday season, and this year it seems that shoppers used the Web...
Markets Focus: Marketing In The Ruff
Call it anthropomorphism, or more accurately, call it a lucrative market. Dog owners are a marketer's best friend - even when the task at hand isn't pushing pet products. Despite their high maintenance, dogs remain the most popular pet in the United States, with 45.6 million households owning...
Ad Nets Focus: The New Vertical Is Horizontal
Vertical ad networks once promised deeper service based on transparency, so-called "expert" knowledge of niche audiences, and a more effective way to reach users than the big horizontal networks. But have they delivered?...
Behind The Numbers: Whose Brand Is It, Anyway?
Your brand is not your own anymore. It belongs to consumers, to social media and, frankly, to whoever is talking about you. In fact, the growing importance of social media is giving rise to a new type of marketing that Shiv Singh, the vice president and social media...
Creative Roundtable: Trench Warfare
In a move that can be likened to man's first step on the moon, Burberry has ventured into social networking, launching TheArtoftheTrench.com. Seriously, this is a big deal - at least in the world of luxury brands, which have resisted mingling with common folk on the Internet. But...
RAM: Broken Shopping Cart National Forest
Every day, online retailers are forced to wonder why they couldn't close the deal with customers who leave items orphaned in their shopping carts. Was there a problem with the site? Confusion about the shipping costs? Did they just go to grab a sandwich and never come back?...
RAM: The Poetry of Digital Direct Marketing
Aaron Smith and Lisa Harmon are regulars at MediaPost's Email Insider Summit, where they appeared again this past December. But this time, they found themselves more in the limelight and receiving a few more huzzahs than usual.
...
RAM: Oh Snap! Every Logo Can Be Interactive
With over 75 percent of consumers now having picture messaging capabilities on their phones, visual recognition advertising has been a hot topic of late, enabling companies to launch a virtual conversation with their target consumer via traditional media. Through mobile activation, companies have found a way to not...
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| TODAY'S ONLINE NEWS AND HEADLINES |
Cable Company Sued For Working With NebuAd
2 hours ago
Alabama resident Samuel Green has filed a second lawsuit against the Washington Post Company's Cable One for allegedly selling data about his Web-surfing activity to defunct behavioral targeting company NebuAd....
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Google Buzz Rolls Out Sharing Features To Gmail And Mobile Platforms
3 hours ago
Google made another bid Tuesday to master social media. The Mountain View, Calif., company will turn Gmail into a social site by adding network and sharing features. The tools will roll out to consumers within the next few days, followed by similar ones for enterprises soon....
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Study: Half Of Top Web Retailers Have No Meaningful Facebook Presence
10 hours ago
With 400 million active users worldwide, it's hardly surprising that Facebook would be the best option for retailers trying to reach consumers via online social networking sites. More than half of all online shoppers use Facebook, and among those shoppers who engage in social media, 81% are on...
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HughesNet Lawyers Claim Advertised Broadband Speeds Were 'Puffery,' Court Allows Lawsuit To Proceed
A group of consumers in California can proceed with their false advertising lawsuit against broadband satellite provider HughesNet for allegedly delivering Web connections at lower-than-advertised speeds, a court has ruled. U.S. District Court Judge Samuel Conti in the northern district of California rejected HughesNet's argument that its advertised...
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Iain Tait Joins W+K As ECD
Wieden+Kennedy on Monday named Iain Tait as its new global interactive executive creative director. Tait joins Dan Wieden and John Jay, executive creative directors, and chief operating officer Dave Luhr, on the global management team that oversees all seven of the W+K network offices....
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Constant Contact Looks To Radio For New Email Marketing Clients, Boosts Rev 50%
In a year when many marketing firms struggled, Constant Contact saw a nearly 50% revenue increase and increased its staff. And the company -- which advertises heavily on radio -- said the results surprised it....
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Social Media Platform Aims To Separate Signals From The Noise
Networked Insights plans to announce this week several features in its SocialSense platform that should give marketers more insight into chatter across social media channels. The benefits range from tighter integration with Twitter and Quantcast, to date-range analysis, and trending based on insights and keyword tag clouds....
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Facebook Dumps Microsoft Display, But Bing Is In
Following a renegotiation of an existing ad placement partnership, Facebook will no longer run Microsoft display ads on its popular social network. The two companies, have, however, expanded their search partnership, which is obviously good news for Microsoft's search engine Bing....
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DBG Boosts Analytics With Datran Media's Aperture
Video network Digital Broadcasting Group has integrated Datran Media's Aperture digital audience measurement technology across its platform, the companies announced Monday. DBG's agency and brand clients will now have access to Aperture's data-driven audience measurement platform, and reporting and analytics capabilities....
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| AROUND THE NET IN ONLINE |
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Researchers Cracking Facebook Wide Open Read Write Web
For social networks and other online communities, the next stage of innovation may be services like recommendations, "self and group awareness," and other features made possible by software developers building on top of the huge mass...
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Who's Apple & Amazon Hiring? Fast Company
With e-readers on everyone's mind, one way to predict where both Amazon and Apple are heading next is to keep a close eye on their respective jobs boards. Amazon, for one, is actively seeking a senior "hardware display manager," with...
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Study: Times Readers Spread The Awe New York Times
People -- or, at least, readers of NYTimes.com -- prefer emailing articles with positive rather than negative themes, and they like to send long articles on intellectually challenging topics. Go figure. That's according to new research from the University of...
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Data: Windows Mobile Falling Flat Softepedia
Windows Mobile was present in about 18% of domestic smartphones at the end of December, according to new data from comScore. That number is 1% lower that the one it registered at the end of the...
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Foursquare Friends Big Media Mashable
Foursquare's partnership with Bravo Media is yesterday's news amid reports that Zagat, Warner Bros., HBO, the History Channel and ExploreChicago have all been added to the location-based social network roster of media clients. The Times is...
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Are Google's Social Tools A Threat Or An Excuse For Hyperbole? The Wall Street Journal et al.
The futures of Facebook and Twitter lie in the balance as Google readies a new Gmail feature to compete against both networks' real-time communication tools.
Similar to Twitter and Facebook, the new feature will...
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| TODAY'S MEDIA NEWS AND HEADLINES |
PGA: Ad Pages Rise 41% In Early '10
26 minutes ago
The Publishing Group of America -- which publishes newspaper-distributed magazines, including American Profile, Relish, Spry -- revealed that ad pages are up 41% in the first quarter compared to the same period in 2009....
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Crunch Time: Doritos Scores Commercial Triumph: Most-Watched Ad Ever
1 hour ago
This past Super Bowl was the most-watched TV show all all-time -- with 106.5 million average viewers. This has resulted in viewership records for Super Bowl commercials, as well. Doritos wins the titles as most-watched commercial of all time with an estimated 116.2 million viewers....
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Broadcast Sites Grab Millions, NBC Emerges No. 1
1 hour ago
Its traditional TV platform might need some work, but among all TV networks' individual Web sites, the NBC brand name comes out on top for 2009....
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McClatchy Newspapers Reject Online Pay Walls
1 hour ago
As debate percolates around newspapers charging for Web content, count on The Miami Herald and Kansas City Star sites to stay free. McClatchy Co. CEO Gary Pruitt said the company is "comfortable" with an ad-supported model without pay walls....
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MediaCom Names Jarvie COO
3 hours ago
Euan Jarvie, formerly Chief Client Officer for MediaCom has been upped to a new post: Chief Operating Officer, MediaCom U.S. In that capacity, Jarvie will oversee the digital, insights, communications planning and business development divisions....
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Rentrak Wants Every Market To Discover Columbus
As Rentrak looks to expand its ratings service for local TV, CEO Bill Livek indicated that a strategy is inking a deal with a station group in a market, and then persuading competitors to follow....
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Magazine Newsstand Sales Slip 10%
A survey of circulation data for 115 leading consumer magazines from the most recent Audit Bureau of Circulations report revealed that total newsstand sales for the group fell 10% between the second half of 2008 and the second half of 2009....
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Super Bowl S*M*A*S*H*E*S Record
For the third year in a row, the Super Bowl has hit a record in average total viewership, now up 8% to 106.5 million viewers. The close game won by the New Orleans Saints over the Indianapolis Colts, 31-17, also hit a record in total households -- 51.7...
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Super Bowl Tops Ad, Promo Run
CBS ran slightly more ads than NBC did a year ago in the high-rated Super Bowl, setting an all-time record. The network aired nearly 39-and-a-half minutes of ads -- which was about 90 seconds more than what came in 2009....
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ANA: Social Media, Web Spend Up, TV Down
A new Forrester Research/Association of National Advertisers survey says TV marketers plan to spend 41% of their media budgets on television in 2010 -- the same level as a year ago -- but down from 2008. Conversely, social media, Web advertising and search are stealing budgets from TV...
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| AROUND THE NET IN MEDIA |
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Disney, Google Interested In Chinese Media Firm Reuters
A consortium led by Walt Disney Co. is in advanced talks to buy into China's largest in-bus digital media and advertising company, a deal that could offer the U.S. entertainment giant a new platform to promote Mickey Mouse in China...
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ABC Affils Angry ESPN Grabbing Key Sports Events Mediaweek
ABC's affiliates are angry that corporate sibling ESPN is being handed live sports events they were initially supposed to carry. The most recent move came in January when ESPN announced it planned to take eight Nascar races this fall from...
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'View' Goes From Girlie To Political Los Angeles Times
"The View" discusses fashion and celebrities, but it also has raised interest and D.C. notice by talking politics. In recent days, the five hosts -- Walters, Goldberg, Joy Behar, Elisabeth Hasselbeck and Sherri Shepherd -- have jousted over gay marriage,...
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Bewkes Warns Time, Inc: Perform Or Leave MarketWatch
Jeff Bewkes, chief executive officer of Time Warner, expects the publishing division to show earnings growth and make significant progress in its digital transformation. Bewkes will hold on to Time Inc. -- or any other asset -- "if it fits...
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Fox, Conan Talk Show Time The Wrap
Fox and Conan O'Brien have begun doing their respective due diligence as they try to figure out how a deal might be hammered out to bring O'Brien to Fox. To make Conan on Fox a reality, however, everyone involved will...
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| TODAY'S MARKETING NEWS AND HEADLINES |
Return On Objective Key In Sports Partnerships
36 minutes ago
Target was also involved in building a NASCAR team's headquarters and regularly sends its IT staff to work in the racing shop on technology. "It's more than just logos on a hood," said team president Steve Lauletta. "You want to build a relationship with the company from a...
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24 Hour Fitness Effort Builds On Olympics
1 hour ago
"Our new strategy going forward is not about using athletes for athletes sake but to tie into the Olympics and help communicate a message about how, if our club can train Olympic athletes, we can help the average American reach his or her fitness goals," says CMO Tony...
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Tech Firms Lead In Media Value Measure
1 hour ago
General Sentiment's Media Value report is composed of brand chatter that is used to determine what the equivalent would be in paid media. "The consumer voice carries with it power that companies could never produce themselves," CEO Greg Artzt says. "In this new age, media value measurement is...
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Facebook, Victoria's Secret Big With Online Shoppers
4 hours ago
"What surprised us most was how many customers say they really wanted to hear about sales and products," Kevin Ertell, VP/retail strategy for ForeSee Results, says. "Yet many retailers aren't doing that -- conventional wisdom is that fans want things like engagement, with polls, or pithy comments or...
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Simmons Asks Consumers To 'Tweet For Sleep'
4 hours ago
"We've already seen an increase in our Twitter followers, and we'll continue to connect with these consumers after the contest is over through our series of daily tweets, which communicate consumer-friendly Simmons news such as sleep tips, company press coverage and announcements of new online contests," say Tim...
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Super Bowl Ball Now In Marketers' Hands
Hyundai put its commercials on touch-screen kiosks in dealer showrooms, but not just for consumers. "It's also for the sales force to understand what we are telling customers," says Innocean's Jim Sanfilippo. "In a perfect world, dealers tell consumers the same thing we tell them. Everything we say...
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Most Meaningful: Snickers. Least: GoDaddy
According to Andrew Graff, CEO of Allen & Gerritsen, "The ads that were most meaningful were clear in what they were telling consumers what to do but were still entertaining: Revive yourself with a Snickers, get a free breakfast at Denny's and buy a Hyundai that has a...
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Dunkin' Contest Kicks Off 60th Anniversary
Donut lovers can channel their imagination and love for donuts for the chance to win $12,000 and have their personal donut creation sold nationwide. This year, JetBlue has signed on to be the official airline of the "Create Dunkin's Next Donut" contest and will offer free airfare to...
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ANA: Fewer Foresee Death Of TV Spot In Decade
There was also a high level of interest in branded entertainment and interactive TV in the ANA's survey. Four-fifths of the respondents said branded entertainment will play a bigger role in the future, and 38% plan to spend more on branded entertainment as an alternative to the 30-second...
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