August 1, 2004
SPECIAL REPORT: Testing Texting
Missing the Medium
A woman is walking through London's Knightsbridge district when, from the depths of her handbag, her mobile phone chirps. She pulls it out and finds a...
The Marketer's Holy Grail?
With the top five carriers touting a combined customer base of 129.5 million customers, things are really starting to get interesting on the text messaging...
Texting: Ultimate Loyalty Tool
Mobile is a highly versatile new brand loyalty tool that creates opportunities for many things: to provide a more personal and timely service to customers;...
Campaigns
Revving Its Engines
U.S. GASOLINE PRICES are at an all-time high, so it would take the ultimate promo to make filling the tank fun instead of a necessary evil. Shell Oil...
Consumers
Licensed products still prevail
SUMMER VACATION IS winding down and kids are gearing up for a back-to-school buying frenzy. New products and characters are hitting store shelves, TV...
Marketers
Road Trip
ONCE UPON A TIME, mobile marketing was as simple as a man wearing a sandwich board with an Eat At Joe's message. Then on-the-street marketing joined the...
Feature Stories
ROI Real-Time
It's a perennial complaint: there's no really good way to measure the impact of marketing. Making marketing more measurable was the greatest challenge...
Full Steam Ahead
Terry Atkins' mom collects Campbell's Soup labels the old-fashioned way. Atkins is director-integrated marketing at Campbell's Camden, NJ, headquarters....
Homework
Kids with Lemons
One piece of parenting advice I heard years ago has done more for the neighbors' kids than my own. The advice is this: Stop at every lemonade stand you...
Letters
letters
Language barrier Thank you for the article on Hispanic-American consumers [PROMO July]. Your readers may not know, however, that many of these consumers'...
People
Marketing Services
Concord Litho Group, Concord, NH, promoted Shawn Macey to production manager, Willy Burnell to digital prepress supervisor and Chris Lefort to the newly...
Client Side
Lee Ane Daly promoted to executive VP-marketing at ESPN, New York City. Eddie Hill has been promoted to VP-maketing for Nickelodeon, New York City. Elise...
Editor's Note
Testing, 1, 2, 3
For marketers, a healthy dose of skepticism is just that: healthy. You don't have to be from Missouri to appreciate a show me mentality. It's endemic...
Xtra
7/15 In response to the childhood obesity epidemic sweeping the nation, Subway has invested between $25 to $35 million, or 20% of its national advertising...
Hot Properties
Howdy, Pardners
Forget the stereotypes: Country music fans buy a whole lot more than pickup trucks and fried chicken and they may not even live in the country. Savvy...
Guest Column
Cross-pollinating
Xbox, the video game system from Microsoft, had a message for consumers: We are the ultimate in online game play. How to get out the message? Since Microsoft...
Backward Glance
Pinheads Unite!
With the 2004 Athens Olympic Games upon us, I'm reminded of my own brush with Olympic glory in 1984. Of all the things I've seen in thirty-two years in...
