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Marketing Maestros Archive

February 2012

The Mile High Club Meets the 21st Century

Posted: Feb 27, 2012 12:00am ET

By Caitlin Nitz, Knowledge & Research Specialist

The old saying “Don’t judge a book by its cover,” is more relevant than ever in today’s Web 2.0 world. From LinkedIn to online dating profiles, we now judge other people based on tiny 100x100 pixel images. Never before has image control and personal promotion been more important to get a job, a boyfriend, and now a good seat on an airplane.

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Alive & Well

Posted: Feb 22, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

“The reports of my death are greatly exaggerated.” Mark Twain uttered those now famous words in 1897 upon hearing that his obituary had been published in the New York Journal.

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ITV Coming on Strong!

Posted: Feb 13, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

At this week’s ANA TV & Everything Video Forum, separate research from ANA/Forrester and ANA/Canoe Ventures will reaffirm that ITV is coming on strong. According to the ANA/Forrester work, 24% of marketers are currently experimenting with request for information (RFI) ITV ads and 13% more plan to experiment in the next twelve months.

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Marketers Bullish on Set-top Box Data

Posted: Feb 8, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

Marketers are optimistic on the future application of set-top box data to help guide television media purchasing decisions. That is one of the key findings in the latest ANA/Forrester Research survey that asked national advertisers about their attitudes towards television and video advertising and the impact new technologies will have on their advertising budgets.

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Calming Down Loud Commercials

Posted: Feb 7, 2012 12:00am ET

By Bill Duggan, Group EVP, ANA

Recently, the Federal Communications Commission adopted rules implementing the Commercial Advertisement Loudness Mitigation Act (CALM Act). The act responds to years of consumer complaints that the volume on some commercial advertising was much louder than that of programming and requires broadcasters to ensure that the sound level of commercials is the same as programming. It will go into effect December 13, 2012.

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You Deserve a Break Today. Use a Jingle.

Posted: Feb 6, 2012 12:00am ET

By Rick Knecht

In honor of the recent Super Bowl, probably the only broadcast of which anyone says proudly "I only watch for the ads," I thought I'd say a few words in defense of the seemingly lost art of jingles.

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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.