Consumers care about product quality, customer service and company ethics. But they care about security issues more than most marketers probably realize, according to new research from the CMO Council. A study found that although security issues ranked fourth behind other concerns, consumers are more concerned about security than ever. "Not only are consumers' concerns rising about identity theft and computer security, but they're starting to do something about it," says Scott Van Camp, editorial director at the council, which represents some 2,200 CMOs worldwide. The study, "Securing the Trust in Your Brand," found that 43 percent of American consumers …

A growing number of marketers are turning the concept of using social-networking Web sites as advehicles upside down. They are creating small, invitation-only networks and using them as valuable marketing tools. While popular sites like MySpace.com offers a free-for-all atmosphere with millions of viewers, these new online communities offer much smaller numbers--but give marketers total content control. "These networks are quickly becoming the new CRM tools," says Jamie Tedford, svp-marketing and media innovation at Arnold Worldwide. "The importance of the number of friends a brand has is a reflection of the new opt-in permission-based marketing." Marketers getting involved include Kraft …

Tobacco marketers, seeking new consumers in the face of smoking bans and declining cigarette consumption, are developing new smokeless tobacco products they plan to begin test marketing soon. But industry watchdogs have already begun attacking the products, armed with information about health risks and charges that the products are aimed at teens and young adults. Companies participating in the test markets include Philip Morris USA, R. J. Reynolds Tobacco Co. and the U.S. Smokeless Tobacco Co., the industry leader in the segment. Smokeless tobacco products "are another way for cigarette manufacturers to diversify the mix and improve their margins," says …

It's no surprise that people who use digital video recorders zap through most TV commercials. But new research suggests they are doing it more than ever. There's also fresh evidence that women are less prone to skipping ads than men. The "2006 Media, Advertising and Brands Survey" from Roper Consulting found that among DVD owners, 65 percent of men skipped through commercials, and 56 percent of women fast-forwarded through ads. The study revealed that last year only 21 percent of male and 10 percent of female DVR owners said they used the technology to skip commercials. Among the women, 20 …

You might call them tiny, edible billboards. In a bid to sell more products and to compete more effectively with its chief rival, candy marketer Masterfoods USA is festooning its M&Ms candies with corporate logos and advertising. The initiative has been dubbed "My Branding," and it's viewed as one battle in a marketing war with Masterfoods' competitor, Hershey Co., which has made inroads against M&Ms with its Kissables chocolate candies. Masterfoods, a division of Mars Inc., wants more people--and now companies--to order M&Ms in bulk for party favors or corporate gifts. It will charge a set-up fee of $100, then …

When it comes to advertising, how far is too far? Marketers' continuing quest to get their commercial messages through the vast clutter of ads is moving to new heights. There have been recent stories about ads on pregnant bellies and tattooed on foreheads. With the advent of product placement, ads have snuck their way into movies, TV shows, novels and Broadway plays. This month, US Airways plans to sell ad space on air-sickness bags. In the fall, a laser-imprinted CBS eye logo and slogan will appear on eggs in major markets, as the network launches 35 million "egg-vertisements" to generate …

General Mills is stepping up its efforts to attract Hispanic consumers with new products, joint ventures and a new custom magazine targeting Spanish-speaking consumers. The magazine, Que Rica Vida.("What a Rich, or Delicious, Life"), will be mailed to consumers or given away by retailers in top Hispanic markets. The version mailed to consumers is in Spanish, while the 32-page retail version is bilingual. The first issue includes coupons and nine pages of ads for General Mills cereals and other products, such as Yoplait, Progresso soups and Pillsbury refrigerated cookie dough. "Que Rica Vida has content we know is important to …

Marketers' efforts to grab a piece of China's 2008 Olympic Games have begun in earnest--and they're beginning to set new standards. For example, tradition calls for category exclusivity for most sponsors. There is usually only one credit-card sponsor, one wristwatch marketer, etc., allowed to put its brand on the Games. Not this time. The 2008 Games already boast three official beers: Tsingtao, Yanjing and Budweiser. "One beer cannot cover all China," says Liu Jun, deputy director of marketing of the Beijing Organizing Committee, or Bocog. China's huge number of beer drinkers and the fragmented market justified the triple play. Plus, …

Energy drink marketer Glacéau is believed to be preparing to go public in a move that could spark a possible takeover by a major player among beverage makers, according to Brandweek. The company, which markets Vitaminwater, has long been the subject of takeover rumors. Coca-Cola is most closely aligned with rumors, since it's being pressured by Wall Street to bolster its non-carbonated beverage portfolio. Bill Pecoriello, Morgan Stanley's beverage analyst, wrote in July: "Coke might have to more aggressively acquire or license brand platforms. One of the issues is that Coke doesn't have a strong track record with internal innovation …

Pharmaceutical marketer McNeil wants to make it so easy for consumers to take medicine that it's introducing a new form of Tylenol pain reliever. It can be chewed rather than taken with water. The move comes after research revealed that 30 percent of households don't take medicine for headaches because it's too inconvenient. To make it easier, McNeil is launching Tylenol Go, backed by a sizable $30 million ad campaign beginning in October that promises "Fast headache relief wherever whenever." Advertising for the spearmint-ice-flavored chewables (in six-, 24- and 36-count packages) includes TV, national radio, print, outdoor, direct mail and …