THE PLAYERS

Have Reality, Need Product

Feb 1, 2008 12:00 PM, Richard Tedesco

The protracted writers strike is resulting in an abundance of product placement in reality TV, and the engine isn't slowing down anytime soon. Since November...

Rebound-Soon?

Feb 1, 2008 12:00 PM, Amy Johannes

At the turn of the millennium, Slim-Fast was a leading weight-loss brand with a catchy name and heralded by celebrity endorsements. The brand's U.S. sales...

Back to the Real World

Feb 1, 2008 12:00 PM, Brian Quinton

What do you do after a Web 2.0 promotion turns sour? If you're Pernod Ricard and want to stress the sophistication of Malibu Rum to a twenty-something...

Young But Not Stupid

Feb 1, 2008 12:00 PM, Brain Quinton

It Used to be easy in 1992. When Robert Wolfe wanted to attract customers to the first Moosejaw Mountaineering outdoor store in Keego Harbor, MI, he and...

Social Tease

Feb 1, 2008 12:00 PM, Brian Quinton

Social networks are not going away not if usage and membership stats are any indication. It's estimated that 37% of online U.S. adults and 70% of U.S....

Health Quencher

Feb 1, 2008 12:00 PM, Richard Tedesco

Diet Coke is carrying a banner to build women's awareness about heart disease with a fashion event and a multicity tour, coinciding with American Heart...

How Effective?

Feb 1, 2008 12:00 PM, Larry Jaffee

Experiential marketing is premised on the notion that consumers are motivated by what they're encountering. In a best-case scenario they might even be...

Big Game in Big Easy

Feb 1, 2008 12:00 PM, Richard Tedesco

When the National Basketball Association decided to hold its All-Star Game in New Orleans this month, the league realized it had to be more than an extended...

COVER STORY

Gift-Card Monte

Feb 1, 2008 12:00 PM, By Brian Quinton

Psst. Hey, Bud. Want a free $500 Target gift card? How about a $250 Victoria's Secret card? Or a $100 card for Toys Us, no charge? Just fill out this...

FEATURES

Mailbox Marketing

Feb 1, 2008 12:00 PM, By Patricia Odell

One sip of The Glenlivet can tell you an entire story. The creamy notes of oak combined with the clean balance of citrus and spice has always been rewarding....

Coke's Kruse Control

Feb 1, 2008 12:00 PM, BY BRIAN QUINTON

Carol Kruse's world got a lot bigger in 2006. From overseeing interactive marketing for Coca-Cola North America, she stepped up to take charge of marketing...

Room Service

Feb 1, 2008 12:00 PM, By Amy Johannes

Tower23 Hotel, a happening destination off San Diego's Pacific Beach, has become a favorite nightspot for young professionals. The hotel's coolness factor...

TACTICS

Can't Beat Loyalty

Feb 1, 2008 12:00 PM, David Rosen

An amazing transformation is occurring in the way that consumer brands are building direct and insightful bonds with consumers. With new technologies...

COMMENTARY

Behind-The-Scenes At Promo Magazine

Feb 1, 2008 12:00 PM, Larry Jaffee / Editor in Chief

This issue marks the 12th issue of Promo magazine that I've edited. Making it to that threshold seems as a good time as any to take stock of the publication's...

Co-Opting 101

Feb 1, 2008 12:00 PM, Patricia Odell

What began for many brands as an exercise in crisis management is now part of many marketers' business plans for 2008. Listening in is getting budgeted....

We Know Better

Feb 1, 2008 12:00 PM, Charlie Horsey

Late last year, facebook founder and CEO Mark Zuckerberg declared that Beacon, Facebook's new ad platform, would reinvent the advertising and marketing...

LETTERS

Letters to the editor

Feb 1, 2008 12:00 PM

MAKE DOWNLOADS UNIQUE(When Is Too Far, December) I loved the column. Thanks for having the [guts] to say it. As for your Digital Directive piece, I'm...

PROMOLAND

Smells like Licensing Deal

Feb 1, 2008 12:00 PM, Larry Jaffee

Music publisher Primary Wave has revived the lost art form of the deluxe promotional CD package. The labels don't do it any more, says Devin Lasker, partner...

Finders Keepers

Feb 1, 2008 12:00 PM, Amy Johannes

Only in Brazil. Kibon, Unilever's Brazilian ice cream brand, is offering a sweet incentive to drive sales of its Fruttare popsicles. The company is giving...

Demographic Snapshot: The New Chinese-Americans

Feb 1, 2008 12:00 PM

Language obviously is a distinguishing cultural characteristic for immigrants to the U.S. But in other respects they're no different from ancestors of...

Shape Up

Feb 1, 2008 12:00 PM, Larry Jaffee

For many Americans, a new year usually ushers in a resolution to lose weight and get healthy. Whether they achieve their goals remains to be seen. But...

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