- Britvic Puts Brains on TV to Launch Drench
thinkbox.tv | August 27, 2009
“The advertising has been astonishingly successful in helping us create a differentiated water brand, drive distribution and quadruple our rate of sale." - Cameron Davidson, Senior Brand Manager, Britvic
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- Polman Powers Unilever Surge
WARC | August 24, 2009
Unilever is outperforming consumer goods rivals Nestle and Procter & Gamble as CEO Paul Polman, a former senior executive at both companies, increases innovation and marketing to drive sales.
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- What Advertisers Can Learn From Billy Mays
Advertising Age | August 21, 2009
He was polarizing. Many consumers were disturbingly vocal in their dislike for him. But the true test of the effectiveness of DRTV is based on results, not random consumer complaints, and that was where Mays shined. People would complain about Billy, but he got them to buy, from TV and at retail.
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- Consumer Perceptions Of QSRs Improving
MediaPost Marketing Daily | August 21, 2009
The QSRs' general upswings in overall brand health "are probably due to a combination of brand-specific marketing, advertising and promotional activities, as well as consumers trading down in these challenging economic times from high-end and casual-themed restaurants to less formal and less expensive dining experiences."
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- TV Ads Still Best Says New Survey
WARC | August 20, 2009
A new survey commissioned for the annual Edinburgh International TV Festival reports that TV advertising is up to three times as effective as any other medium.
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- When PSA Campaigns Work
Advertising Age | August 20, 2009
It feels good when your campaign hits the mark and delivers for the client. But what could be more satisfying than delivering for society?
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- Powerful Year Wins BC Hydro BCAMA Award
Marketing | August 14, 2009
B.C. Hydro has been named the 2009 Marketer of the Year by the BC Chapter of the American Marketing Association.
BCAMA president Georgia Dahle said the utility company received the recognition because of its Power Smart campaign which educates customers on ways to reduce their energy use.
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- JCPenney Boosts BTS Marketing, Ups Forecast
MediaPost Marketing Daily | August 14, 2009
"We added marketing dollars to the back-to-school period," says Myron E. (Mike) Ullman, III, chairman and CEO, "and we think that's going to turn out to be a wise decision. We've seen good response to the newness and freshness of inventory, especially in juniors and kids."
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- Leon's Credits Marketing for Increased Market Share
Marketing | August 11, 2009
“In order to help offset declining consumer confidence, we continued running a very active marketing campaign to coincide with the company’s 100th anniversary. Although same-store corporate sales were down 6.5% compared to the prior year, based upon a competitive analysis of the marketplace, we feel confident that we did increase market share,” Leon’s said.
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- Are Value-Themed Ads Making an Impact?
Nielsen | August 2009
Advertisers are aiming to reach the value-minded consumer with creative advertising executions that deliver recession-themed messaging. Nielsen IAG examined 67 value-themed ads across 11 national advertisers and found that breakthrough retention rates were not as expected. It turns out that the same creative attributes that make for good advertising also make for good value-message advertising.
Discover which ones worked and why...
- Branded Content Boosts Brand Metrics
WARC | August 11, 2009
Products which feature in branded content on television typically enjoy improvements in both their awareness and favourability ratings as a result, a survey by CNBC and Continental Research in the UK, France and Germany, has found.
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- How Bud Light Lost Its Sense of Humour - and, Subsequently, Sales
Advertising Age | August 10, 2009
Facing the prospect of the first negative sales year in the 27-year history of Bud Light, Anheuser-Busch is going for a little less "Drinkability" and a lot more laughs to reverse a 3% sales slide for the brand in the first half of the year.
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- Indian FMCG Giants Boost Adspend
WARC | August 06, 2009
V. Suresh, GlaxoSmithKline's vice-president of marketing, says that raising its adspend "definitely helped us increase our market shares in these categories and establish the new products."
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- P&G to Refocus on Market Share Following Sales Decline
Advertising Age | August 05, 2009
Last quarter's losses blamed on decreased marketing spending, but the marketing giant signalled a renewed focus on market share in the year ahead, setting up what could be a bruising battle with competitors.
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- America's Most Resilient Brands
Forbes.com | August 04, 2009
To survive during multiple economic downturns, America's most resilient brands have diverse portfolios, lean organizational structures and inexpensive products.
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- Coupons.com Tries TV Push
AdWeek | August 03, 2009
"We found that a lot of our TV marketing initiatives created more brand affinity than our online initiatives did," said CEO Steve Boal. "The response rate and the rate of return of those people who found out about it on TV was slightly higher than those who found out about us on the Internet."
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- Need to Boost C3 Ratings? Here Are Five Tips
Advertising Age | August 03, 2009
"We really do look at it as a not-one-size-fits-all approach," she said. Boosting C3 ratings "varies by type of show, by genre, by daypart," says Kiera Hynninen, exec VP-marketing and media strategy. "It's very much an art."
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- You Don't Need a Celebrity for Brand Credibility
Advertising Age | August 03, 2009
Credibility does not have a colour. Neither does honour nor excellence. So, choosing a multicultural testimonial spokesperson or brand ambassador with those qualities to help market your product or service can reach across cultural lines to appeal to all of your audiences.
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- Laugh Track: Funniest U.S. TV Commercials
Forbes | August 01, 2009
Funny ads like these aren't often created in bad economic times. Commercials being made in the downturn tend to be "safe" spots that are mean to drive sales or build trust. "The risk of misfire is too great right now," says Deutsch's Linda Sawyer. "Unfortunately, it's often humour that makes people remember an image or a product."
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- Knob Creek Bourbon Turns Shortage To Advantage
MediaPost Marketing Daily | August 01, 2009
A new Knob Creek Bourbon campaign with the tagline "Thanks for Nothing" is promoting a supply shortage to spotlight the brand's commitment to quality.
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