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The article focuses on the BigHeads Network, a virtual agency/consulting firm created by promotion-marketing specialist John Palumbo. The article discusses the ways in which BigHeads Network offers a twist on work marketers traditionally do themselves, such as using non-marketers to generate ideas, and gives examples of companies that have used BigHeads Network to their advantage.

The article discusses the marketing strategies employed by companies in the U.S. Marketers and businessmen in the country are maximizing the use of various technological developments in their marketing initiatives. They have integrated modern forms of advertising, such as the Internet, into their traditional advertising methods.

Reports on the status of McDonald's as of November 2004. Increase in worldwide sales; Success of its marketing strategies; Remarks from former company chairman and CEO Charlie Bell on the status of the company.

The article discusses the marketing strategies utilized by Internet company Pets.com, which feature the use of a dog sock puppet in advertisements. Key issues discussed include a description of the advertisements for the company that were created by TBWA/Chiat/Day and reasons why the puppet has gained popularity but has not increased the firm's sales. INSET: What should Pets.com do next?.

The article presents a report on the 1999 income of 216 U.S. marketing services agencies. Sales promotion and direct marketing agencies realized a growth in their income during the year. The impact of mergers and interactive marketing on the industry was measured. The report describes how event marketing has become an integrated component of corporate strategies. INSET: Methodology.

The article discusses the high volume of trade promotional activities launched by U.S. marketers in 1991. Trade promotion accounted for 49.5 percent of total marketing spending in 1991, 25.4 percent was allocated to consumer promotion and the remaining going to media advertising. Marketers have re-evaluated their strategies for reaching consumers. The number of sales promotion agencies rose during the 1990s to meet the demand for marketing services.

This article reports on the test marketing of R.J. Reynolds Tobacco Co.'s Eclipse cigarettes in Atlanta, Georgia. Smokers would not be able to buy Eclipse cigarettes in Atlanta convenience stores, supermarkets or tobacco shops even though the city is R.J. Reynold Tobacco's newest test market for the low-smoke brand. Instead, the brand will be available only in an RJR-operated Smokers Lounge in that city's North Point Mall. The Smokers Lounge actually is RJR's second; it opened a similar lounge in Chattanooga, Tennessee, the initial test market for Eclipse.

This section presents a listing of top advertising agencies in the U.S. by sales promotion revenue.

The article considers marketing management by Bank of America Corp. A business communication from the company to its current advertising agencies which offered guidance as to what the bank will seek from its review of its advertising account is discussed, particularly the document's emphasis on the need for Bank of America to reposition itself and create a new marketing strategy.

The article examines marketing by the retail trade related to the 2010 Christmas shopping season, focusing on the use of technology in marketing. The use of so-called "group shopping" sales promotions is discussed, as is the use of social media in Internet marketing and increase integration of electronic commerce with their store operations by retail chain stores.

The article examines the marketing concept of "marketing with meaning," in which companies and advertising agencies attempt to create marketing than offers some educational or social value to consumers on its own merits regardless of the product being marketed. The Bridge Worldwide agency, located in Cincinnati, Ohio, is cited as a pioneer of this strategy. It is employed by one of the world's largest marketer of consumer goods, Procter & Gamble.

The article reports that Toyota is bracing itself for a consumer backlash as it comes closer to edging out General Motors as the world's leading automobile manufacturer. Toyota recently created a new position, VP-strategic research, planning, and corporate communications at Toyota Motor North America. Along with the creation of this new role, Toyota has shifted its marketing strategy from an environmental approach to one that shows its commitment and connection to manufacturing in America.

This article profiles automaker Toyota as the 2006 marketer of the year for "Advertising Age." Toyota experienced sales success in 2006 with hybrid cars such as the Prius and the Yaris, despite a sluggish market due to high gas prices. The company has also tried new techniques in its marketing campaigns, moving away from its more conservative advertising past. The article presents statistics related to Toyota's 2006 sales, and discusses the 2006 marketing campaign.

This article chronicles the business model, particularly the marketing strategy, employed by four major brand icons in the U.S. from 1945 to 2005. A strikingly clear lesson is that the message more than the medium counted for Buick, Tide, Pepsi and Heinz, and that innovation was key. For Procter & Gamble, new-product news and continual breakthroughs turned Tide into the $2 billion brand it is today. For Pepsi, its watershed move was to overturn existing logic and market not the product, but the experience to the consumer, birthing the Pepsi Generation. And Heinz's masterstroke has been reinventing the ketchup package and even turning its labels into media.

Discusses several marketing strategies applied by Dyson to increase sales of their vacuum-cleaner technology. Percentage of vacuums that cost $235 or more which were sold in the second quarter of 2004; Television advertisement for the Dyson vacuum that involved James Dyson, founder of the firm; Reason of consumers of economic groups for buying the vacuum, according to Clare Mullin, global marketing director for Dyson.

Focuses on the direct-to-consumer advertising strategy of pharmaceutical firm Pfizer. Growth within the company; Remarks of one healthcare advertising agency executive on the healthcare marketing of Pfizer; Mission statement of the marketing team of the company.

The article reports on the plan of U.S.-based Kmart Corp. retail chain to revive its BlueLight Special marketing scheme. Kmart chief marketing officer Brent Willis is handing the relaunch of BlueLight with TBWA/Chiat/Day. As part of the program, Kmart will lower prices on household staples from toothpaste to cereal.

The article discusses the marketing strategies and practices of the Home Box Office cable television network in the U.S. Key issues discussed include the increase in the network's subscribers, the success of its original television shows such as "The Sopranos" and "Sex and the City" and its dependence on non-television advertising.

The article highlights the strategies of Internet companies in the United States in reducing advertising and marketing spending in 2000. Industry experts further added that many dot-com companies are wasting their money on marketing while some has commended their strategy of establishing market share and then cutting spending. INSET: Why spending rates are dropping, by Bradley Johnson.

The article reports that advertising agency Campbell-Ewald is departing from its image as a captive General Motors Corp. (GM) shop in the United States in 2000. Key issues discussed include the new advertising accounts outside of GM that were won by the agency, its marketing initiatives and its growth targets and strategies in the advertising market.

This article looks at the efforts made by Alan Cohen, executive vice president-marketing for ABC Entertainment Group, to make the network lead the U.S. television broadcasting. In the 1990s, ABC-TV was a network with an identity problem, but that changed under the leadership of Cohen. And in 1994, the network is in the number one position in the ratings due to some creative marketing strategies and the popularity of prime-time quiz show Who Wants to Be a Millionaire. Apparently, Cohen knows the importance of identity, thus helping ABC to decide what its going to be and who it would attract. The line up of its programs attract specific type of viewers. However, Millionaire is the glue that has bonded viewers to the network.

This article introduces a new media-mix strategy in media planning. The old way of media planning was about picking individual media. New media planning is about picking combinations of media. This increases relevant media choice from a manageable few hundred to an unruly few hundred thousand. Media consolidation has focused sellers on cross media packaging. And the Internet is certainly destined to be a big player in the media mix. Furthermore, media mix is not a selling tool, it is a buying strategy. Media mix gives advertisers a way beating the curve. Where market-driven costs per thousand reflect relatively comparable media value, spending fewer dollars in more media will produce a greater response.

Presents an interview with Antonio Perez, Bojana Fazarinc, and Amy Kelm of Hewlett-Packard (HP), regarding the company's repositioning effort. Challenges faced by HP in the marketing arena; Brand persona of HP; Concept underlying the repositioning effort; Extent of the company's commitment in sponsorship deals; Phases of the HP brand campaign. INSET: A new global ad strategy: 'The garage' hits the road.

The article presents information on the marketing strategy of Procter & Gamble (P&G) as of December 13, 1999. Beyond the tonnage of its ad budget, P&G has played a pivotal role in developing four generations of media carrying its ads, from radio to broadcast TV to cable to the Internet. P&G brand management system has been adopted in much of the marketing world; its desire to learn about consumers helped spawn a market research industry and invented such categories as laundry detergents and disposable diapers. The true explosion of P&G marketing didn't occur until nearly 50 years later, in 1931. A promotion director named Neil McElroy authored a three-page memo that defied P&G established one-page only memo convention. marketing functions then handled by the sales force, he argued should be assumed by a brand management team, with one manager for each brand. INSET: P&G Chiefs Pick Favorite Campaigns..

Presents an interview with National Basketball Association (NBA) Commissioner David Stern regarding his marketing plans for the basketball league. Assessment of the league in terms of its marketability and strength; Explanation of the marketing theme-line I Still Love This Game! that was used during the 1998 season's big events; Popular items sold at the NBA Store in New York. INSET: New campaign injects humor into game.

This article reports on the state of Procter & Gamble's diaper business as of August 23, 1999. The company's diaper business is sagging again. After staging a comeback in recent years, Procter & Gamble has stumbled badly, allowing its archrival to open up a wide lead in the $4 billion category. President-CEO Durk Jager has in the past pointed to the resurgence of the company's diaper business as a model for how strong global management and premium-priced products can rekindle growth. Despite a $50 million introductory effort for Pampers Rash Guard, the company's overall dollar share of the diaper category sank in the second quarter.

The article presents news briefs related to advertising. Sporting goods manufacturer Nike will be launching a television commercial from Wieden & Kennedy in January 1995 featuring a new cross-training shoe promoted by baseball player Ken Griffley Jr. The price of Bold power detergent will be lowered by Procter & Gamble Co. by 10% as part of its value pricing strategy. Advertising agency Lowe Direct is expected to handle the $10 million direct marketing account of Mercedes-Benz of North America.

The article reports on the plan of fastfood chain McDonald's to cut millions of dollars in advertising costs by reducing the number of advertising agencies handling marketing for cooperative franchise groups that operate in the U.S. as part of the change to its marketing model. It informs about the efforts of McDonald's in consolidating its cooperative franchise groups to improve its bargaining power and marketing and presents response to concerns over lost of regional marketing of McDonald's.

The article reports on the redesigned office building of fixtures maker Kohler Co. in Wisconsin. It describes the design of Kohler's show and offers a background on the process of transformation of the company into a creative mecca with the recruitment of Elizabeth Brady as vice president of global brand. It highlights the marketing, branding strategy and advertising campaign of Kohler and the expansion of its ranks in areas including social media, web design, strategic and consumer insights.

The article discusses the electronic sports marketing strategies of some brands. Topics discussed include beverage producer Coke's techniques to take advantage of the fan passion, Bud Light brand's creation of "Bud Light All-Stars" list consisting of esports competitors and partnership between beverage company PepsiCo's Brisk brand with esports franchise Optic Gaming.

The article features Mike's Hard Lemonade vice president (VP) of marketing, Sanjiv Gajiwala, who is responsible in leading the digital-heavy marketing strategy of the brand.

The article discusses live Super Bowl advertising and its role in changing television (TV) advertising. It mentions the shift to live or nearly live commercials amid the emergence of live-streamed celebrities as well as the negative attitude of consumers about typical commercials, the opportunity of shared TV experiences provided by the Super Bowl event and some tactics adopted by TV networks and marketers such as live commercials, reduced spots in a commercial break and use of native pods.

The article presents pieces of advice from Tony Weisman, chief executive officer (CEO) of marketing agency DigitasLBi and Akash Nigam, CEO of messaging app Blend on marketers that want to create bots as part of their media strategy.

The article offers updates on the marketing programs for media franchise Pokémon asof December 5, 2016. Topics mentioned include the plan of the Pokémon Co. International for the franchise's 20th anniversary in 2016, the partnership between Pokémon and Internet company Google for an April Fools' Day stunt, and the estimated number of times that location-based augmented reality video game Pokémon Go has been downloaded as of September 2016.

The article reports on marketing initiatives of several retailers in the U.S. in preparation for the 2016 holiday season. Topics covered include the forecast of the National Retail Federation on holiday sales, retailers that released holiday circulars weeks ahead of time to spark consumer excitement, and thoughts from Shelley Kohan of analytics firm RetailNext on a shift in the comfort level by the customer with mobile purchasing.

The article offers updates on the marketing initiatives of entertainment company Netflix, Inc. as of December 5, 2016. Topics mentioned include the Netflix's television series "Stranger Things," a four-hour live broadcast by Netflix on gaming social platform Twitch related to the series, and its marketing program to promote the third season of the dystopian series "Black Mirror."

The article offers updates on the marketing initiatives of fast food restaurant company Kentucky Fried Chicken, or KFC, as of December 5, 2016. Topics covered include the recolonelization campaign off KFC according to KFC U.S. Chief Marketing Officer Kevin Hochman, KFC's marketing campaign that features comedian Darrell Hammond in the role of KFC founder Colonel Sanders, and an increase in KFC's same-store sales in the third quarter of 2016.

The article offers updates on the marketing initiatives of semiconductor manufacturer, Intel Corp., as of December 5, 2016. Topics covered include the company's consumer campaign with comedian Jim Parsons, Intel's focus on sports, arts, science, and medicine, and its experimentation with three-dimensional, 360-degree replays for sporting events like the National Basketball Association Finals.

The article looks at the marketing strategy of American cable channel, FX, to retell the murders of Nicole Brown Simpson and Ron Goldman by actor and athlete O.J. Simpson in 1994 through the 2016 television series "The People v O.J. Simpson: American Crime Story." Topics cited include thoughts from FX Networks executive Stephanie Gibbons on the strategy, the infamous car chase of the white Bronco, and the number of Emmy awards won by the series.

The article looks at how the all-purpose mobile application Wechat is influencing social commerce. Topics mentioned include the retail companies that use Wechat to boost sales including Amazon and Dior, the areas of application of its integrated payment system, its comparison with the online marketplace Alibaba, and the potential of Wechat shopping.

The article features the brand strategy and design firm Redscout in New York. Topics mentioned include the company's approach to employee retention including the 500-dollars annual professional development stipend and re-evaluation of salaries to match market value, its corporate culture, and the employee benefits being offered including a 2,500-dollar bonus and five extra paid-time-off days.

The article examines the success of Three Squirrels, an electronic commerce (e-commerce) brand from China. It mentions the use of cuteness by the brand for its marketing strategy, its shift from an agricultural commodity to a youth brand for millennials and some marketing measures taken by the brand such as the use cartoon squirrel mascots on its logo and animated commercials, role-playing by customer service representatives as pet squirrels and use of squirrel-related nicknames by employees.

The article focuses on U.S. Republican presidential nominee Donald J. Trump and his purpose-driven brand. It mentions how Trump serves as an embodiment of what marketing gurus expound such as earned media, engagement and purpose, the negative and positive impact of his purpose-driven marketing on other brands in the family portfolio including the Trump Hotels and the Ivanka Trump clothing line, and the apparent creation of anti-Trump campaigns in the advertising (ad) industry.

An introduction is presented in which the editor discusses various reports within the issue including the data-centric marketing scenario, marketing strategies based on consumer movements or consents as well as transparency with the current regulations.

The article discusses the positioning concepts of Al Ries in product marketing and advertising. Topics include the induction in the American Marketing Association's Hall of Fame, advertising firm Ries Cappiello Colwell's Uniroyal rubber company campaign as well as positioning articles in the "Industrial Marketing" journal. Also mentioned are articles in "Ad Age," second brand strategy as with Hyundai's Genesis line and business to business (B2B) systems.

The article discusses the Target-shopper concurrent campaigns launched by fast food chain company Taco Bell. Topics include the reference to the temporary club-meets-arcade event in New York wherein Sony Playstation virtual reality (VR) headsets were given away, the one dollar prized promotional items sale as well as Yum Brands' hiring of marketing strategy firm Collider. Also mentioned are fourth meal concept, Feast campaign and TV commercial.

The article discusses the views of French advertising executive and founder of advertising agency BDDP Jean-Marie Dru on disruption as a universal language of change that allows advertisers to form a common strategy. Topics covered include the reason disruption and destruction are not an either-or scenario according to Jean-Marie, examples of companies that are very disruptive but did not destroy the marketplace and Jean-Marie's views on the Internet.

The article reports on the fearmongering marketing strategy being used by big pharmaceutical companies such as Mylan, Pfizer and GlaxoSmithKling to compensate for the drug price increases. Topics covered include examples of advertisements from pharmaceutical companies that are preying upon the fears and insecurities of consumers, and a statement from Adrienne Faerber, a lecturer at the Dartmouth Institute, about increasing an individual's feeling that they are susceptible to a threat.

The author cites the downsides if pharmaceutical companies continue to use fearmongering in their marketing and spend more money on advertising because prices have increased. Issues he covered include one of the reasons pharmaceutical firms are increasing prices, the problem created by allowing pharma companies to use direct-to-consumer advertising in 1997 and the political challenges being faced by the pharma industry with regard its direct-to-consumer advertising.

The article provides information on We100, an initiative launched by Merck Consumer Health Chief Marketing Officer (CMO) Atilla Cansun, aimed at addressing the growing challenges of rising life expectancy and aging. Topics covered include the growth of healthcare market focused on keeping people healthier and advancing years, the approach to beauty by Derek Bowen, a former beauty marketer, and the reason behind the decline in the 2015 growth of skin care products, below that of fragrances.