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How Skechers Shaped Up Into No. 2 Footwear Brand
Advertising Age | January 31, 2011
Skechers Fitness Group President Leonard Armato took a chance last year on a last-minute Super Bowl advertising opportunity for Skechers' Shape-Ups toning shoes - and came up lucky...sales soared 30% last year to more than $2 billion.
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What's Behind Diapers' Dirty Truth Tack? Smell of Success
Advertising Age | January 31, 2011
The "Heavy Dooty Blowout Protection" Luvs promises in it did help Luvs become the only branded diaper to gain sales and share last quarter, according to executives of rival Kimberly-Clark Corp. and P&G on earnings conference calls last week.
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Healthier Food Ad Messages Generate Big Media Buzz
MediaPost Daily News | January 27, 2011
Healthier messaging from big fast-food and confection companies is getting women to talk to each other. A six-month analysis from the Women at NBCU Brand Power Index shows that brands just as McDonalds, Nestle, and Frito-Lay, are generating bigger online and off-line buzz.
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Effectiveness Lies in Channel Integration
Admap | January 27, 2011
An average effective campaign in the 1990s used three media channels. Effective campaigns in 2010 used seven channels, judging by this year's entries to the IPA Effectiveness Awards and the Warc Effectiveness prize. It is highly unlikely, to put it mildly, that brand communication budgets have more than doubled in real terms over this period. The implication is that campaigns are using more channels by spending less on each. Is this a good trade?
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Super Bowl Ad Study: "Celebrities Have Lost Their Influence" With Consumers
NYSportsJournalism.com | January 26, 2011
There is a lot being said and written about the estimated $200 million being spent on ads that will run on Fox during Super Bowl XLV. But here is something that some marketers might not want to hear: If your commercial features a celebrity - and many of them do - your message will resonate far less with viewers and consumers than ever.
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H&C Stud Break Has Got it Covered
Horsemart.co.uk | January 26, 2011
Horse & Country TV's ground-breaking new advertising initiative Stud Break is off to a flying start. Stud Break offers stallion owners a unique opportunity to harness the power of television and reach a broad and passionate audience.
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Ogilvy Takes Home Grand Prix at Cassies
Cassies.ca | January 25, 2011
Canada's only advertising award show based on proven business effectiveness and backed by rigorous published cases, announced its winners at the 2011 CASSIES awards last night, as part of the third annual Advertising Week.
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To see the winners...
Sainsbury's Try Team Were a Hit With The X-Factor
Thinkbox | January 20, 2011
This is the story of how a novel TV marketing campaign firmly put Sainsbury's into the heart of British family life. The TV solution involved the use of the Sainsbury's Try Team and the partnership with the biggest show on TV - The X-Factor.
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Study: Celebs (Except Oprah) Ineffective In Ads
MediaPost Marketing Daily | January 13, 2011
The study, "Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness," tested more than 2,600 television ads over the course of 2010 and found that fewer than 12% of ads using celebrities exceeded a 10% lift versus average industry norms, and nearly 20% of celebrity ads yielded negative lift scores in excess of 10%.
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Product Placement Boosts Brands
WARC | January 12, 2011
Product placement boosts a number of core brand metrics, according to early figures from Germany following the relaxation of rules governing this practice.
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Brands That Laugh All the Way to the Bank
Financial Times | January 07, 2011
Humour is one way that brands can punch far above their weight in terms of awareness. When it works, a funny campaign or brand identity can differentiate a commodity product from its peers.
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ChipsAway's Outing on TV Drives Sales and Web Traffic
Thinkbox | January 05, 2011
"We were delighted with both the levels of direct response enquiries from the TV campaign and the boost it gave to our other marketing activities. This campaign has demonstrated that a tangible, measurable return on investment can be gained from even a very small investment in TV."
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Consumer Tech Ads Most Effective in 2010, Says Study
Adweek | January 04, 2011
With the launch of new devices like the iPad and 3-D-enabled TVs, it's not surprising that five of the top 10 ads that viewers found most convincing in 2010 promoted consumer tech products, according to ad effectiveness tracker Ace Metrix.
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