Search

The article examines whether print publishers will find success in creating editions to go on mobile telephones. The move by print publishers to bring newspapers, periodicals, and other printed works to mobile telephones comes as the format is turning into a web-enabled information and entertainment device. The article cites the success of "The New York Times'" mobile site, which has had 15 million mobile page views per month.

The article examines the trend of marketers sending out junk mail that appears to be official looking and not a piece of advertising. The article cites several instances of people saying they opened a piece of mail thinking it was important, only to find out that it was junk mail. It is suggested that such pieces of junk mail could do more harm than good for a marketer, and that it furthers consumer cynicism.

The article presents the periodical's choices for the best and worst marketing ideas of 2007. Some of the perceived worst ideas of the year include Diet Coke Plus, Starbucks' initiative that featured cups printed with though-provoking quotations from ordinary customers, and Indianapolis Colts quarterback Peyton Manning appearing in too many television advertisements.

The article examines why experiential marketing campaigns have become a popular trend among marketers. The article explains that experiential marketing is essentially, a sophisticated term for getting into public spaces and letting consumers interact with a product. It is suggested that experiential marketing has become popular because it is tactile, personal, and non-threatening, unlike internet marketing campaigns, which some view as being abrasive at times.

The article presents information on the Association of National Advertisers (ANA) Alliance for Family Entertainment (AFE), formerly known as the Family Friendly Programming Forum (FFPF). The organization promotes family-friendly television entertainment. A study is described which indicated that advertising effectiveness was increased when advertisements were associated with shows approved by the ANA AFE.

The article discusses how veteran advertising agencies and executives are asserting that more culturally relevant content and messaging that addresses subsegments of the Hispanic population is the best approach to reaching Hispanic consumers. It is suggested that such an approach may be the best because Latinos are a diverse group with a myriad of ethnicities, voices and economic groups.

The article focuses on the use of low-technological marketing strategies by commercial brands. Mark Voysey, co-founder of Cunning creative agency, offers non-traditional marketing for several clients. He discussed why he believes low-technological marketing is effective. The marketing campaigns of agencies BSUR and Arnold Aerial Advertising are also discussed.

The article presents an interview with Betsy Lazar, the executive director of advertising and media operations at General Motors Corp. (GM). When asked why the company discontinued its advertisements during high profile shows and events such as award shows, Lazarus says that they were found to be ineffective. She comments on what GM has done to calm consumers' automobile purchasing fears. Lazar believes that advertising during sports broadcasts is effective.

The article reports that many Spanish-language advertisements created for U.S. markets are authentic and effective enough to work in Latin American markets. Luis Miguel Messianu, chief executive officer (CEO) of marketing firm Alma DDB, believes that the U.S. Hispanic market is a conglomeration of numerous Hispanic cultures from Latin America.

The author reflects on advertising which is used to send pro-environmental messages to consumers. The author suggests that advertisers are in danger of killing the visual language of pro-environmental messages by overusing visual clichés. The author argues that to remain effective advertisers must create a new visual mythology of what it is to be ecologically sound. INSETS: Exploring the 'Unnaturalness' of Nature;Can and Do See The Forest, the Trees.

The article profiles ZipCast, which is one of several companies that have become involved with digital out of home advertising that is targeted towards the Hispanic American community. A discussion of digital advertising campaigns which ZipCast has developed, and of questions concerning the Hispanic American community's reaction to Internet advertising, is presented.

The article discusses a study that was commissioned by Google, and conducted by Enquiro Research, which supports the effectiveness of paid search advertising. It was found in the study that being top in organic and paid searches can increase a brand recall by as much as 220% versus a side advertisement with no top search results and no paid search advertisements.

The article discusses the six best and worst automobile model sellers of 2007, and whether their advertising dollars paid off. The article reports that it was a tough year for the automobile trade and their new model launches, which was attributed to numerous poor performance ratings, recalls and failed advertising campaigns. One of the strongest selling models of 2007 was the Toyota Tundra pickup truck. The article also examines why the Ford Taurus model experienced a downturn in 2007.

The article discusses how in countries outside of the United States, such as China, Korea, Russia, and Kuwait, marketers have been using escalators as advertising vehicles. It is suggested in the article that those that use escalators are a captive audience, and they must stare at a strategically placed advertisement for the duration of the escalator ride. The article reports on some of the brands that have used escalators as an advertising vehicle, including Coca-Cola, Kodak, and Nike.

The article discusses the data from the study "Identifying the Drivers of Digital Effectiveness," authored by the Corporate Executive Board's Advertising and marketing Communications Roundtable and published with Nielsen Ventures and Nielsen //NetRatings. The study considered the online habits of 3,000 consumers, and focused on the financial services, telecommunications and travel services industries. The consumer study revealed the best methods for online marketing effectiveness.

The article examines what interactive marketers have learned from their online video initiatives. Marketers have been gathering information from industry research and real-world lessons to gain a better understanding of how to best use online videos. According to the article all marketers are looking for ways to create more user-initiated advertising.

The article presents information from public opinion polls about the online social network Twitter with particular attention given to whether targeted advertising would affect a person's usage on Twitter.

The article focuses on the advertising effectiveness of online social network Twitter.com's advertising program called Promoted Tweets. Airliner Virgin American, television network Bravo TV and energy drink manufacturer Red Bull are satisfied with the program and provide evidence of their return on investment (ROI). Information about how Promoted Tweets works is also provided.

In this article the author presents his views on advertising effectiveness. He questions why advertisers ask consumers about the effect that advertising has on them. He also criticizes questions asked by marketing researchers and states that there is a disparity in how consumers view themselves. Suggestions on how to ask consumers questions is also provided.

The author argues for why digital place-based media networks can offer television (TV) advertising purchasers efficient and inexpensive options. The author states that incremental TV loses its efficiency as the total audience reach begins to approach 80 percent. Solutions for those in the shopping mall media space are provided.

In this article the author discusses how there is so much marketing data, that it is difficult to make sense of it all. The article suggests that marketers should remember that a plethora of data is not a measure of success. The data needs to be organized and marketers need to understand which information shows how consumers behave and which will benefit particular brands.

The article reports that according to an AdweekMedia/Harris Poll 74 percent of survey respondents said that neither football players', baseball players', basketball players' or golfers' endorsements motivate them to buy a brand.

In this article the author discusses the effectiveness of mobile advertising. According to the author mobile advertisements offer better results for advertisers than online advertisements. The ease at which marketers can quantify their cost per acquisition through mobile advertising is also discussed.

The author focuses on marketing strategies related to word-of-mouth advertising. The author states that marketers need to be the ones to start word of mouth advertising. Examples of conversation starters include the "LiveStrong" bracelet about cancer. Also discussed are the benefits of word-of-mouth advertising during a product launch.

In this article the author discusses aspects of the services provided by cross-media solutions that offer an understanding of which advertisements work and which don't. He believes that the cross-media analytics tools can determine how much consumer behavior is impacted by calculating the payback of media investments. Also investigated is how cross-analytics benefit advertising agencies and not only advertisers.

The article offers the author's views on the theme of joy in advertising campaigns. Bayerische Motoren Werke (BMW) AG's "Joy" is viewed as a failure. Apple Inc.'s "Think Different," Coca-Cola Co.'s "Open Happiness," and Sony Corp.'s "Dreams" advertising campaigns are mentioned. BMW's focus on driving performance is criticized.

A public opinion poll on advertising effectiveness is examined.

The author provides advice to marketers on how to reach consumers and discourages them from emphasizing savings, since it is a very common tactic. She suggests marketers keep their messages simple and concise or people won't read advertisement. In an age of corporate suspicion, she suggests being honest and talking like a normal person. She also suggests that marketers who want consumers to believe in their brand ought to believe in their consumers.

The article reports that companies are trying to increase the effectiveness of their expensive Super Bowl television advertising by integrating it with digital, mobile, and social media efforts. PepsiCo's Doritos Crash the Super Bowl campaign, in which consumers vote on consumer-generated advertisements posted to sites like Facebook, is mentioned. Efforts by first-time advertisers like Boost Mobile are also mentioned.

The article reports that as a means of determining the effectiveness of print advertising, Mediamark Research & Intelligence's AdMeasure will begin tracking consumer recall and response to print advertising in 200 magazine titles, and that Affinity will be launching a competing product, American Magazine Study Print Ad Ratings.

The author offers opinions on advertising. Noting that advertising executive Lee Clow has called a 1997 television commercial for Apple Inc. as one the favorite works of his career, she states that as a critic, she gave the commercial a poor review when it was initially broadcast, but has come to see it as effective advertising, justified in its premise by Apple's technological innovations since 1997.

This article describes an advertising campaign designed by the McCormick Advertising Agency to let people know that Pioneer Hi-Bred, a DuPont company and seed manufacturer, produced a high-yield soybean and was not just a corn supplier. The ads focused on the letter "Y" in the Y series high-yield soybeans. Images utilized the letter to attract interest and attention before explaining the product.

The article discusses the results of a study on email advertising that was published by market research company Silverpop. The study focused on the effectiveness of various email formats for advertisements that were sent to businesses and consumers. Emails that displayed the company name in the subject line were more likely to be opened than messages that did not. Several graphs are presented which show effectiveness rates for various email styles.

The article discusses a Harris poll of U.S. consumers on their responses to advertising. Slightly over one-third of respondents said that advertising had some or a great deal of influence in their most recent purchase of a relatively expensive product. The poll also found that a majority found advertising to be at least somewhat interesting content.

The authors offer opinions on advertising and its effectiveness. A quotation from 19th century department store owner John Wanamaker that half of all advertising is wasted but he didn't know which half is said to be as true in 2009 as it was in Wanamaker's time. The increased sophistication of marketing research and the mass of data on consumer attitudes and behavior generated by the Internet are seen as increasing uncertainty rather than resolving it.

In this article the author discusses aspects of the micro-blogging and social networking tool Twitter, which he believes could be used as a medium for advertising promotions. He is critical of the people who get high-follower counts by making it known that they will automatically follow you if you follow them. Also investigated is the immediacy Twitter offers marketers.

The article discusses an advertising campaign by reading glasses company Foster Grant. The campaign, which was created by FGX International, features actress Raquel Welch as she reaches out to elderly people and others who need vision improvement. The message is that over-the-counter reading glasses can help in near-vision tasks.

In this article the author discusses changes that marketers could make to their Internet advertising to increase its effectiveness and increase sales promotion by obtaining descriptive domain names for their products or services. Also investigated in the article are corporations that have found increased success with the use of descriptive domain names.

The author reflects on whether it is a good choice for companies to spend large quantities of money for Super Bowl television advertisements in 2009 considering the existence of a recession in the United States. He suggests that if companies can afford to spend three million dollars for a single advertisement they would be smart to spend the money on several advertisements on several venues. He argues that while the advertisements may be popular they may not increase sales or brand recognition.

The author reflects on the reasons that consumers often fail to remember online advertisements that were created for commercial products. He suggests that while there are several reasons, the main one is that the Internet has yet to blossom for products that are not regularly searched for online. He argues that changes need to be made to websites and Internet advertising if Internet advertising is to be profitable and effective.

The article presents an overview of the factors that advertisers need to be aware of if they want to market a product that has a social impact and creates brand recognition and word of mouth advertising. A discussion of technology which has been developed to determine whether advertising is effective and is having an impact is presented.

The author reflects on out-of-home marketing. He suggests that with traditional advertising, recall, recognition, persuasion and brand affinity are measured to determine the advertising's effectiveness, but that with out of home advertising there are no clear metrics with which to measure effectiveness. He argues that the value of any advertising medium is only potential until it is activated by the creative messaging that realizes the potential.

The article reports on an increase in success which has been seen in 2008 in the digital out-of-home advertising industry, which includes video advertising networks, digital billboards and ambient advertising. A discussion of an anticipated 9.1% increase in growth which the industry is expected to see in 2009 is presented.

The author reflects on a television advertising campaign that was launched by the bank HSBC. He suggests that the bank's message to consumers through good old fashioned story telling. he argues that any advertising campaigns about banking are difficult to manage but that HBSC's commercial is one of the best banking commercials he has ever seen.

The article focuses on the international marketing campaign of Mini. Mini has advertised on billboards, with large signs on buildings and created characters and motion pictures to promote its brand. Particular attention is focused on a 10 days of events in New York City which included art exhibits, fashion shows, and symposiums on green living.

The article focuses on a poll from Nielsen Games which examined the advertising effectiveness of brands being marketed in video games. Of the 534 players surveyed 11 percent said that they purchased a brand that was advertised in a game. 19 percent said they discussed the brand after seeing it displayed and 10 percent said that they recommended the product.

The author discusses a humorous ad campaign for Old Spice deodorant in which actor Neil Patrick Harris, dressed as a doctor, recommends the deodorant. The author discusses the ads in detail and explains the humorous elements. He then evaluates the ads for their effectiveness and concludes that they have more value as entertainment than as advertisements.

The article discusses an advertising campaign for the Lexus IS F automobile. Challenges Lexus faced in reaching a younger demographic are discussed, given that the average age of a Lexus buyer is 51 years old. Lexus created and ran advertisements in movie theaters, the article indicates. Details of the advertisements are given, and the results of the campaign described.

The article reports on the results of research which was conducted by Alloy Media & Marketing of New York. The firm found that 82% of college students read their campus newspaper, that college newspapers are thriving as a result of an increase in advertising, and that 80% of college students indicated that they had reacted to an advertisement in their college newspaper.

The author reflects on an advertising campaign which was launched by the restaurant chain Arby's and which was developed by the advertising firm Merkley & Partners. He suggests that the campaign fails not on its own merits but because of the shaky foundation on which it and the Arby's brand rests. He argues that the campaign fails to stake out any unique position for Arby's.