March 2008
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General
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| BUT CAN HE BUNT? |
Presidential politics is like a spectator sport. So it makes perfect sense for card publisher Upper Deck to enter the race with candidate cards. One...
Richard Tedesco |
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| CAMPAIGN INDEX |
THE LEGO GROUP Global Building Contest The Lego Group this month is launching a global contest to search for the best child Lego builder to celebrate...
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| Casting Call |
When it comes to making pancakes, Latino moms begin from scratch: milk, eggs and flour. So when Quaker Oats targeted Hispanics for its Aunt Jemima Pancake...
Patricia Odell |
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| CHAIN REACTION |
Viral marketing has evolved into a 21st century version of the snail mail chain letter of yesteryear. Only the difference is not based on superstition...
Amy Johannes |
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| CHECK LIST |
The following check list is recommended as a starting point to avoid suspect green advertising claims: Do you have valid substantiation for...
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| FREE INK |
You Had To Be There. Call in Europe, a new international phone company, threw a press party last December at a New York nightclub. It drew 70 reporters...
By Larry Jaffee |
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| From Backyard to Broadcast |
Fledgling, niche-interest tv networks that reside in the triple digits on the cable box tend to look at the realm of possibilities unlike their established...
Brian Quinton |
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| Girls' Club |
Most women will not pass up a chance to get a manicure, sample a new fragrance, have a cocktail and get a sneak peek at the latest fashions offered at...
Amy Johannes |
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| HOLD THE ANCHOVIES |
TNT tried to score ratings points for its coverage of last month's NBA All-Star weekend with pizza deliveries. The cable network ordered pizza boxes...
Richard Tedesco |
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| IT'S MY TRUCK, AND I CAN DO WHAT I WANT WITH IT |
For the first time in 16 years, Lenny Sobel, owner of Mobile Ads, decided to use one of his 12 marketing-message trucks for a personal interest. In this...
Larry Jaffee |
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| Measuring Up |
Johnson & Johnson markets everything from beauty aids to over-the-counter medicines. But it has a problem: Every brand measures success in its own way....
BY PATRICIA ODELL |
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| Misusing Targeted Media |
Anxious marketing managers sense the danger. They know in their bones that the traditional ground of mass advertising has become a less friendly place...
John Hilbrich |
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| NEW ECO REGS? |
The National Marketing Institute estimates in a recent report that consumers with environmental concerns represent over $230 billion in spending power....
Alan L. Friel |
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| Promotions 2.0 |
By now, many of you are quite familiar with the phrase Web 2.0 referring to the perceived second generation of the Internet. Welcome to Promotions 2.0....
Jeff Butchen |
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| RFID Ramp-Up |
What's the purpose of a shopper marketing promotion if the merchandise is sitting in the store's back room rather than out on display where it belongs?...
Amy Johannes |
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| Spreads Easily |
Philadelphia Cream Cheese is 128 years old. And that's a problem. Yes, people are used to the venerable brand. But they may not be interested in a variation...
Amy Johannes |
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| Stuff We Can't Do Here Yet |
You can watch David Beckham score goals in Los Angeles, but if you want him on your mobile phone reminding you to “say goodbye,” you'll have...
By Brian Quinton |
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| THEY'RE NOT GOING ANYWHERE |
Amusement parks typically bring to mind images of endlessly long ride lines with kids on the verge of meltdown on the hottest day of the year. At Six...
Richard Tedesco |
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| VROOOM! |
Top brass from mars inc. may well have been reaching for the champagne during the final minutes of the Daytona 500: The candy-colored Toyota the company...
By Richard Tedesco |
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| WAL-MART TO REQUIRE ITEM-LEVEL TAGS |
Wal-Mart Stores Inc. is giving its suppliers a new reason to take its RFID mandate seriously: Starting Oct. 31, 2009, suppliers that ship products to...
Amy Johannes |
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| WANT A REBATE? STAY FOCUSED |
last september, my son's optometrist informed me that I was eligible for a $30 rebate because I had purchased a six-month supply of contact lenses from...
Larry Jaffee / Editor in Chief |
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| What Rebate? |
Gift cards that end up being worthless and rebate checks that never get sent to the consumer are two black marks against the promotional marketing industry....
Patricia Odell |
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