March 1, 2008
The Players
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...
New Eco Regs?
The National Marketing Institute estimates in a recent report that consumers with environmental concerns represent over $230 billion in spending power....
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...
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...
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...
Retail
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?...
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...
Interactive
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...
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...
Experiential
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...
Cover Story
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...
Features
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 to go to Hong...
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....
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...
Tactics
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....
Commentary
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...
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....
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...
Promoland
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 political...
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...
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 carrying...
