• Column: Buick's Not So Desperate Move
    If there were any lingering doubts that scripted producers were open to dressing up a scene with an advertiser's product, a recent episode in which a Buick LaCrosse appears in ABC's "Desperate Housewives" should go a long way in putting that myth to rest.
  • Column: A Better Method to the Madness
    Last month, we called off the war& the media war, that is. We proposed a more effective method of creating a media strategy, no longer targeting consumers by hitting them with a flurry of advertising at frequent intervals. Believing that no message is delivered unless it is received, we proposed the idea of developing a media strategy from the consumer's point of view. Calling it the media aperture, we identify those moments in which the consumer is most open to receiving a brand's message.
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