- Big Budgets Build Beverage Brands
Advertising Age | March 26, 2009
G2, a low-calorie version of Gatorade, got substantial marketing support at launch with Super Bowl ads and an unprecedented push in social and digital media and event marketing. "After launching G2, we felt it was our Rookie of the Year and MVP all rolled into one, and now we're happy to add IRI Pacesetter brand to the list," said G2 spokesman Jill Kinney.
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- Sales Jump 11% After Asics Gives TV a Try
Advertising Age | March 25, 2009
"We want to reach out to all runners, not only to increase our awareness but also to continue to build an emotional connection, which has been successful with our print efforts," Gary Slayton, Asics VP-marketing communications, said in a statement. "TV is still a strong tool in awareness-building media. We will use very targeted cable programming in order to be as efficient and to have as much impact as possible."
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- Television's Evolution Drives Pizza Sales
Thinkbox.tv | March 25, 2009
Over ten years, Domino's pizza used television's evolution to drive pizza sales and build its brand. It's a story of a gold-standard sponsorship, but it also encompasses spot, interactive advertising, on-demand pre-rolls and a range of other liberating TV technologies. This case study from Arena BLM and Domino's deservedly picked up the Grand Prix at the Thinkbox TV Planning awards 2008.
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- Some Sites Reap Rewards of Super Bowl Spend
AdWeek | March 23, 2009
Super Bowl ads always have winners and losers. The clear winner: Hulu, the NBC Universal-News Corp.-backed Web video service, which saw a 55 percent jump in traffic in February, going from 5 million to 7.8 million visitors, according to measurement service comScore. The jump made Hulu the No. 2 most-gaining property comScore tracks and vaulted it to the No. 6 Web-video property.
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- How the Amish Helped Make the Heat Surge Hot
AdAge MediaWorks | March 23, 2009
The company behind Heat Surge spent some $44.2 million on advertising last year, a more than eight-fold increase from the year before...Heat Surge's inclusion of the Amish, while potentially off-putting, may be key to the company's image. The Amish "are representative of the value shift happening in the world," said Jon Bond, co-chairman of Kirshenbaum Bond & Partners, who said he senses renewed focus "on family and relationships vs. superficiality and mega-consumerism."
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- DRTV Is Gaining Mainstream Appeal
AdAge MediaWorks | March 23, 2009
Once considered the laughing stock of marketing, DRTV is having the last chuckle. In these days of softening demand for media time, the industry collectively outspends both P&G and Unilever combined, in terms of TNS-measured U.S. TV spending of $4.5 billion. And assuming an industry guideline that one of every three sales dollars is spent on marketing, that could push total sales for the short-form DRTV marketers north of $13 billion.
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- Leo Burnett Wins Two Gold ANDY Awards for James Ready
Marketing Daily | March 23, 2009
“Our campaign is about ‘help us help you keep our beer affordable,’ ” said David Buckspan, group account manager at Leo Burnett. James Ready competes in the discount beer category, and has used such marketing tactics as recycling beer caps and labels to reinforce the idea that it’s a “no frills” beer. “The idea was the media guys bought these boards, only we don’t have the money or wherewithal to fill them.”
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- Nielsen AIG: Ad Boosts by Financial Services Companies Could Keep Consumer Confidence
Broadcasting & Cable | March 19, 2009
According to a Nielsen IAG study, 55% of respondents who said they had seen more advertising from their financial institution lately said they had "complete confidence" in its financial health, with only 18% saying they had "little or no confidence." By contrast, 45% of respondents who said they had seen fewer ads said they had little or no confidence, with only 18% saying they had complete confidence. "This research shows that ‘out of sight' can mean ‘out of business," said Richard Khaleel, executive VP of Nielsen IAG's financial practice.
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For the survey...
- Kraft Licks Competition In Reggie Awards
MediaPost Marketing Daily | March 16, 2009
Kraft Foods took home the top award at the Promotion Marketing Association's annual meeting last week for its Oreo Double Stuf Racing League marketing campaign.
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- Banks That Spent the Most on TV Ads Performed the Best
Advertising Age | March 12, 2009
U.S. banks seeing the highest returns on their advertising investment are not necessarily those spending the most but instead have the heaviest TV budgets.
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- OfficeMax's 'Penny Pranks' Take Top Retail Honours
MediaPost Marketing Daily | March 10, 2009
OfficeMax took home the top RACie, awarded by the Retail Advertising and Marketing Association (RAMA) for its Penny Pranks campaign. Launched to support its 1-cent sale of back-to-school essentials, the ads used a hidden camera to follow a shopper as he tried to unload his pennies in stores and restaurants, and included a fun fast-forward stunt in which shoppers grabbed up 2 million pennies at the Mall of America.
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To learn more about the RACies...
- M-B: E Class Will Use GLK Ad Strategy
Automotive News | March 09, 2009
To launch the GLK, Mercedes-Benz spent most of its first-quarter marketing dollars on TV advertising, including events such as the Super Bowl pregame show, the Academy Awards and the NCAA men's basketball tournament. "That is why television is still the most relevant in this difficult environment," Cannon said. "People are staying home and watching more television."
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- Kraft Song Catches On
Marketing | March 09, 2009
Kraft Canada is on the charts thanks to an original song commissioned for TV spots for the company’s Triscuit crackers...Kraft Canada owns a portion of the rights to Good Morning Sun, which at press time, was 99 on the main adult contemporary charts. The single was distributed through Universal Music including iTunes and is playing on Proud FM, Sirius Satellite, 102 Clear FM, Radio Global 1, and was featured on Breakfast Television in Toronto for four weeks.
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- ShamWow! Here's One Broadcaster That Looks Recession Proof
The Globe & Mail | March 07, 2009
With annual sales exceeding $300-million, up from about $250-million in 2005, The Shopping Channel has grown from a fringe player into a significant Canadian broadcast entity. A long-standing fixture on cable, TSC airs live from 7 a.m. to 1 a.m., 364 days a year (nobody shops on Christmas Day). In total, TSC airs more hours of live television each year than any other Canadian broadcaster.
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- Alcohol in Film, TV, Ads Boosts Consumption: Study
Canadian Press | March 04, 2009
For the first time, researchers have shown that watching characters knock back a beer or quaff other alcoholic beverages in films, TV shows or advertisements can have an immediate effect on how much viewers imbibe themselves.
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- Why Emotional Messages Beat Rational Ones
Advertising Age | March 02, 2009
Emotional strategies continue to work well during downturns, although there is a need to match the competitive price and promotional messages that proliferate during these times. Nothing can guarantee brand immortality, especially in a recession, but powerful, emotionally engaging campaigns are proven to help.
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- KVVU Rewards Build Ratings, Revenue
TVNewsDay | March 02, 2009
"This is definitely opening doors that were once closed to our sales team," according to General Sales Manager Todd Brown. "Thousands of businesses who don't have TV budgets can become our rewards partners and offer points to their loyal customers." Since the program launched in late October, more than 20,000 viewers have signed up and more than 80 percent are active on a daily basis, earning points by entering the five daily "code words" displayed during KVVU newscasts.
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