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  • Case Study: How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral Campaign
    by Kimberly Smith
    Founded in 1897, the Blue Cross is one of the UK's oldest animal welfare charities. It built an online community of pet owners - then launched a viral campaign, including rich media, that had people flocking to the social network. more
  • Loaf Run
    A recent television ad from Britain's Hovis has gotten as much press for its cinematic scope as for the bread it markets. Shot with 750 meticulously costumed extras over a week in the city of Liverpool, the spot checks in at a full 122 seconds—one for each year of the ... more
  • The Polarizing Power of Real People
    If you have a television, you've seen the snarky Apple ads that personify Microsoft as a hapless dork in a bad suit. That "loser" characterization went more or less unchallenged until a recent Microsoft campaign kicked off with some surreal spots featuring Bill Gates and Jerry Seinfeld. One vignette—set in a ... more
  • Design for (Mobile) Living
    "[Your subscribers] are reading e-mail on mobile devices more frequently than ever," says Winston Bowden in an article at MarketingProfs. "[And] there are some specific issues to consider." At a minimum, he suggests you keep PDAs in mind as you design: Optimize image ... more
  • Is Live Streaming Going Mainstream?
    Do you have a live Internet video channel in your future? You may scratch your head wondering how such a Web presence might improve your business. But, even though it's not a mainstream marketing vehicle today, real-time streaming is a trend to watch. What started as live sports and concerts on ... more
  • The Ties That Bind
    Of course we want customers to like our brand. But recent research suggests that an even more important driver of brand equity is brand attachment. Brand attachment represents the emotional bond that consumers have between a brand and themselves. (Ahhhh! That's the cologne he wore on our wedding day!) Consumers ... more
  • From:  Grim Reaper
    In a provocative post at the Online Marketer Blog, DJ Francis argues that the days of email marketing—as we know it—are numbered. "Marketers are no longer interrupting customers' lives with sales pitches," he says. "Instead, they (or the good ones, at least) are concerned with providing value so that the customer ... more
  • Keeping Up With the Kremplers
    Some advertisements stand the test of time, and a classic television spot for Volkswagen is currently making the online rounds. It opens with a shot of two neighbors emerging from a pair of identical houses. "Mr. Jones and Mr. Krempler each had $3,000," intones the narrator as each man walks ... more
  • Do You See What I See?
    It would be terrific if email marketers had universal standards for the creation of all their html messages. In the absence of such comprehensive guidelines, Winston Bowden offers some fundamental design rules as a jumping-off point: Aim for a width of 600 to 620 pixels. Use CSS inlinks ... more
  • Case Study: How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronics
    by Kimberly Smith
    Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook. more
  • Case Study: How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awareness
    by Kimberly Smith
    Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction. more
  • The Angel in Red Speaks to Us
    According to Drew McLellan, there exist only a few rules for outdoor advertising—for instance, use provocative visuals and less than seven words. But in a blog post, he recalls a 1989 campaign devised by Crowley Webb for Garcia's Irish Pub in Buffalo, New York, that ignored this conventional wisdom. "[This] ... more
  • Case Study: How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand Awareness
    by Kimberly Smith
    GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey. more
  • We're Short on Euphemism Today
    We live in an age of euphemism. A used car isn't "used," it's "pre-owned"; we're sold "bathroom tissue," not "toilet paper"; and no marketer in her right mind would dream of calling wrinkle cream anything but "rejuvenating moisturizer." This is why the decidedly un-euphemistic name of a Beverly Hills clothier—Jimmy ... more
  • I Need My MP3
    Over 50 percent of music downloaders consider iTunes the best fee-based digital music service. And a growing legion of iTunes users are implementing Coverflow, which lets you scroll through a music collection by album art, for aesthetic purposes. Millennials may be a generation obsessed with instant gratification, but music remains ... more
  • Case Study: How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own Product
    by Kimberly Smith
    When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a prime backdrop for its own campaign. more
  • We're Still Married to the Past
    "It is a sociological fact that when times are tough, people turn to the past—to what they know—for comfort," writes Patrick Byers in a post at the Responsible Marketing blog. "So, it should come as no surprise that recent advertising is taking us away from the present and into our ... more
  • Does It Come in a, You Know, Box?
    In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial corks and screw cap closures are suspect, to say the least. And box wines are traditionally suited only for penniless ... more
  • Go for the Gold
    New Media Monetization Series, Part I: Web Advertising Online advertising spend continues to increase, but the process remains fraught with doubt. This year, NBC paid $894M for the programming rights to the 2008 Beijing Olympics. This "most ambitious single media project in history" will deliver 3,600 hours of coverage over ... more
  • Operation Beijing: What PR Is Doing Wrong
    by Martin Lindstrom
    There's a lot that China could do better, like every country in the world. But the Beijing Olympics PR machine is failing badly to put a positive spin on anything. So, what are they doing wrong? more
  • Suck on This
    "So I'm flipping through Entertainment Weekly and I come to an ad for some kind of beverage that waylays me with the headline 'SUCK ON THIS,'" writes Julia Rubiner in the Editorial Emergency newsletter. "The copy was so arresting that I was compelled to read on. Imagine my surprise when ... more
  • The Third Screen's the Charm
    As video continues its great migration from the television set to the Web and smartphones, advertisers face a new challenge: how to reach customers in three places at once. The so-called "three screens" (TV, PC, and wireless devices) require different ad strategies to engage audiences. The 'lean back' TV viewer's focus ... more
  • Who Says You're So Hot?
    Marketers may try to distinguish their products from those of their competitors by engaging in comparative advertising. (X Detergent cleans 25% more loads than the leading brand!) But be careful when you pull out those comparisons: make sure you don't denigrate your competitor. Research is showing that consumers become quite sensitive ... more
  • Six Reasons Word-of-Mouth Doesn't Work
    by Michael Antman
    Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free method of bringing in business. But some businesses, especially on the ... more
  • Case Study: How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and More
    by Kimberly Smith
    CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons you can apply to your own sponsorship efforts. more

Results for All Content » Marketing Articles » Advertising: 1801 - 1825 of 2061

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