February 1, 2008
THE PLAYERS
Have Reality, Need Product
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?
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
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
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
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
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?
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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...
