The buzz term is "moment of exclusivity." "With digital signage, we can make every sign in the building read Coke or Pepsi or whoever it might be," says Mark Foster, general manager of the Diamond Vision Systems Group for Mitsubishi Electric Power Products, one of a small number of companies doing brisk business right now by festooning big sports venues with giant light-emitting diode (LED) display systems. Mitsubishi's handiwork will soon be featured in the new Yankee Stadium, where the company will build a high-definition LED scoreboard measuring 101 feet wide and 59 feet tall.

Time to head for Pink Taco Stadium. Okay, so Pink Taco Stadium doesn't really exist. But it could have. In 2006, the owners of the Hard Rock Café made a bid to name what is now the University of Phoenix Stadium after their new restaurant, Pink Taco. But it turns out that slang references to ladies' nether regions aren't very family-friendly. Don't assume, however, that G-rated stadium names sound any less ridiculous: Dick's Sporting Goods Park, FedEx Field, Comerica Park, Network Associates Coliseum and Jobing.com Arena. But perhaps the Jenny Craig Pavilion at the University of San Diego takes the …

It's the 100th anniversary of the song "Take Me Out to the Ball Game." The story of the backroom deal between the song's lyricist, Jack Norworth, and the Cracker Jack people has been little told. But a 100-year product placement? Talk about your added value. Okay, so maybe not. Maybe Norworth made the plug as an honest lover of caramel-covered popcorn, but rest assured: When it comes time for the Pepsi Party Patrol T-shirt launch at Shea Stadium, it's not going to be goodwill that propels those Hanes Beefy-Ts into the loge section. It's cold, hard cash.

In the early 1930s, Brooklyn clothier Abe Stark took some unwanted ad space in Ebbets Field and turned it into a sideshow. HIT SIGN, WIN SUIT, read the billboard, which stood about 4 feet high and cost $200 for the entire season. Versions of the story differ, but most agree Stark didn't have to give away many suits - just the occasional pair of slacks to right fielder Carl Furillo in appreciation for all the line drives he intercepted. What Stark did do is spawn a new kind of advertising - what most people refer to today as "engagement," as …

Impatient, grumbling and stuck: That's the winning combination for airport marketing. Those bins that hold your shoes at the airport are actually called divesting trays and Security Point Media is betting that advertisers will divest themselves of lots of money to get their ads in them. It could be a dream come true - to reach a captive (albeit possibly grumpy) audience of millions. The SecureTray System, which includes tables, bins and carts for transporting them, was granted a yearlong pilot program by the TSA last year, spanning 14 airports and ending in May. Online footwear retailer zappos.com pointed fliers …

McDonald's has crossed oceans and braved language barriers to come to a location near everyone. While Mickey D's can rake in the euros and the yen, the success of its multicultural campaigns in the States remains questionable. Its latest tagline, "I'm lovin' it," is translated into multiple languages on your super-size drink, but it doesn't stop there. The fast food giant owns three Web site domains targeting major minority groups - 365black.com, i-am-asian.com and meencanta.com. The sites feature interactive activities, even scholarships and career opportunities meant to elicit pride within each community - we think. Take i-am-asian.com: You can learn …

For their June issue, the editors of This Old House did something new: They all went to Aruba, or possibly Turks and Caicos, and instead of coming up with ways to waterproof a basement or lay a vinyl floor in less than 30 seconds, they turned their magazine over to their suburban readership. Thus was born "Your Old House" - from front to back, the entire issue was created by readers, online users and TV show viewers. Ideas, stories and photos were submitted via a Web site. Visitors were then allowed to vote on the cover image and even served …

You don't need to wear a tin hat to have your suspicions about why big energy and their Pennsylvania Avenue cohorts deny global warming. Their way of economic life - liquidating fossil fuels for industrialized use - is under siege by crystal clear (and actually understated) data from the Intergovernmental Panel on Climate Change (IPCC) that shows human activity, not natural weather patterns, is the dominant cause of climate change.

If imitation is the sincerest form of flattery, the NBA must be feeling pretty good these days. Not since Las Vegas assured us "What Happens Here, Stays Here" has an ad been so satirized as Goodby, Silverstein's campaign for the NBA's "There Can Only Be One" campaign. The TV spots, which use a split screen to combine the faces of two NBA players simultaneously reciting a monologue about competition, have inspired parodies ranging from the low - adult-themed YouTube rip-offs - to the prestigious - the cover of Time's May 4 issue, which fused Barack Obama's face with Hillary Clinton's …

When Nintendo rolled out its long anticipated exercise peripheral the Wii Fit, marketers pitched it as the ultimate couch-potato killer. But the expectations inside the game developers' community are much larger. The Fit is seen as part of a strategy by Nintendo to create a wave of immersive devices.