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P&G, Walmart, Unilever, General Mills Are Major Marketers on a Mission - Advertising Age - News
Still, the jury's out on how much mission marketing is rekindling growth. The parent company reported its second consecutive quarter of top-line numbers below analyst projections on Nov. 12, with same-store sales at the U.S. flagshi
Illy Uses Backdoor to Take On Starbucks in U.S. - WSJ.com
IllyCaffè is enlisting small independent coffee shops in a strategy to raise sales and brand awareness without the hassle of owning shops itself.
Hand-Crafted Movie Marketing Helped Make 'Wild Things' No. 1 - Advertising Age - Madison+Vine: Case Study
Much of the buzz you're hearing "about Where the Wild Things Are" is about how the movie became No. 1 at the box office.
Retail: P&G Focuses on Shopper Marketing With Ad Agencies - Advertising Age - News
If it doesn't work at the store, it's no longer a good marketing idea for P&G.
Where Five Print Magazines Are Finding Revenue - Advertising Age - MediaWorks
Ad Age surveyed five magazine brands, big and small, whose revenue mixes suggest models that may become much more common.
Mtn Dew Banks on Branded Entertainment - Advertising Age - Madison+Vine: Case Study
Mtn Dew is a hidden gem in PepsiCo's troubled beverage portfolio. The secret ingredient to its marketing strategy: branded entertainment.
BBC NEWS | Asia-Pacific | Chinese kids sold 'Barbie dream'
US marketeers are using Barbie and Disney characters to target Chinese children as loyal consumers of tomorrow, Chris Hogg reports.
With Virtue, Media Brand Vice Helps Marketers Tap Its Genius - Advertising Age - Teressa Iezzi
The success with youth-targeted brands and the ability to create and execute a range of projects are where the real-media-brand part comes in handy. Virtue takes Vice's core genius -- its winning way of interpreting the world of and for urban youth and those who wish they were urban youth -- and applies it to for-hire work for brands. Those brands also benefit from the sensibility of Vice's contingent of writers, photographers and artists. Not all media outlets have the kind of unmistakable voice and hard-won authenticity that works in Vice/Virtue's favor.
Rethinking the Way We Buy and Sell Display Ads - Advertising Age - DigitalNext
To drive the most value from their inventory, media companies and agencies alike need to tailor the sales and packaging of digital media to solving specific marketing objectives. We need to clearly segment between direct-response display and brand display in terms of the 4Ps of price, positioning (premium vs. remnant) product (customized creative ad units vs. dynamically created ads) and placement (direct site placements vs. networks). Each unit should be planned, created and priced differently.
Walmart Taps Agency R/GA to Beef Up Digital Marketing - Agency News - Advertising Age
SaveMoneyLiveBetter.com is expected to be Walmart's destination for money-saving content and tools, the digital manifestation of the retailer's interest in owning the concept of "value."
Advertising - Sci Fi Channel Has a New Name - Now, It’s Syfy - NYTimes.com
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One big advantage of the name change, the executives say, is that Sci Fi is vague — so generic, in fact, that it could not be trademarked.
Shops Seek Control in Social-Media Space - Advertising Age - Special Report: Media Agency of the Year 2009
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One-on-one conversations are not scalable for a package-goods marketer that has to move product through the aisles of Walmart. The solution to that looks a lot more like media, except that it happens in a conversational environment and with some social elements mixed in.
How to Brace for the Facebook Page Redesign - Advertising Age - DigitalNext
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Update the page regularly. Now much of the value will come from posting updates to the page itself and changing the status, rather than sending messages directly to all of the page's fans.
Like Coors Light, Miller Lite Will Hammer Home Ad Message - Advertising Age - News
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As Coors Light has incessantly repeated its mantra of "cold refreshment" since 2004, Miller Lite will now do the same with "great taste."
Coors Light had the cold-activated bottle and frost-lined can. MillerCoors recently informed wholesalers it will soon be rolling out a taste-protecting cap on traditional bottles, as well as a taste-protecting "aluminum pint."
Digital Marketing: Is It Time to Forget Measurement?
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"Your audience moved. Your marketing needs to follow them. Let us show you how the internet can deliver the same quality, scalability and value as TV." As stakeholders in the biggest, most powerful consumer media today, how do we provide the world's leading brand advertisers the quality, scale and value of TV, the prior generation's No. 1 consumer mass media? By making the critical, powerful, yet fragmented content environment of the internet more consistent and more buyable.
Myths About Online Retail Marketing - Advertising Age - DigitalNext
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Brands need to move the digital channel toward their internal center of gravity, where it can radiate out to integrate and improve all consumer touchpoints, including the in-store experience.
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