American Express Targets Fashion, Travel and Sports Sponsorships to Reach Influencers- Promo Magazine
The credit card company is targeting fashion, travel and sports sponsorships as it aims for consumers who are “influencers” or “trend followers” with the common goal of seeking unique experiences, Claire Bennett, American Express senior vice president of global marketing, said at the Association of National Advertisers Brand Innovation Conference in New York yesterday.
At Thursday's Association of National Advertisers conference in New York, Steve Knox, head of P&G's in-house word-of-mouth agency Tremor, talked about how marketers succeed or fail when it comes to getting consumers to talk amongst themselves.
Zappos.com CEO Tony Hsieh said the successful formula for his online shoe store is a matter of making sure customers come back and spread positive words about the site
Ad Groups Say FTC's Proposed Restrictions on Behavioral Marketing Are Too Stringent - Broadcasting&Cable
The Association of National Advertisers filed comments jointly with nine other trade groups, responding to a FTC staff draft filed in December. Behavioral advertising collects information about past activities of individual consumers online to predict preferences that, in turn, leads to tailored marketing messages.
New media platforms have become a critical and sizeable component of the marketing mix for b-to-b marketers. A new survey conducted by the ANA (Association of National Advertisers) and BtoB Magazine in partnership with Guideline Inc. found that one-third of b-to-b firms surveyed reported spending more than 20% of their total media budget in this area. In contrast, only 5% of b-to-c firms surveyed did the same. The bulk of new media spending for b-to-b marketers are for more established platforms, including the company’s own Web site and e-mail marketing.
Senior Marketing Executives Weigh In On Top Issues for 2008 An annual survey by the ANA (Association of National Advertisers) conducted to help shape its Annual Conference in October 2008, ranked integrated marketing communications as senior marketers' top priority for the second year in a row. The survey asked senior marketers to choose their top three issues from a comprehensive list and then rank them in order of importance, from one to three. Of the 157 respondents, more marketers indicated a greater concern about integrated marketing communications than any other issue. Marketing accountability and the importance of aligning the marketing organization with innovation ranked closely in the second and third positions. The results were tabulated by adding up all responses (three for each respondent) and determining which issue was named in the top three by the most marketers.
The Association of National Advertisers’ Telephone Directory Committee issued an open letter Tuesday urging the Yellow Pages industry to improve its measurement practices by providing national syndicated audience measurement research and circulation auditing. It currently only measures 18% of the U.S. market.
B-to-b marketers on Thursday discussed the changing role of marketing and strategies for dealing with challenging times at the Business-to-Business Marketing Conference, produced by the Association of National Advertisers and BtoB.
Marketing & Media Ecosystem 2010(MME 2010) identifies the priorities, capabilities and partnerships required across the marketer - agency - media value chain to optimize now and prepare for the future. The first cross-industry partnership of its kind, MME 2010 is a joint study between the IAB, ANA (Association of National Advertisers), AAAA (American Association of Advertising Agencies) and management consulting firm Booz Allen Hamilton. The media company research, representing the second phase of this multi-year study, was recently completed.
The ANA (Association of National Advertisers) today released polling data from their February 28th TV and Everything Video Forum. The audience, comprised of over 500 marketers, agency executives and media representatives, used handheld polling devices, responding to questions on a variety of topics throughout the day.
Despite widespread and growing reorganization within their marketing ranks, highlighted by trends toward centralization and integration, only 13% of senior marketers say they're "very satisfied" with their companies' marketing structures, according to a survey released today by the Association of National Advertisers.
"Last year, everybody did a good job of creating change. It's a positive," Donna Speciale, president-investment and activation, MediaVest, said in a panel discussion at the Association of National Advertisers' TV & Everything Video Forum, held in New York on Feb. 28. The panel was moderated by Ad Age's Jonah Bloom.
ANA Study Finds Efforts to Centralize, Integrate Marketing Organization Fall Short of Marketers' Goals
Despite a growing trend to centralize the marketing function and integrate its disciplines, only 13 percent of senior marketers are very satisfied with their company’s marketing structure, according to new research by the ANA (Association of National Advertisers). The study also found that while 37 percent of executives surveyed report that their marketing department interacts and advises their company at a higher level now than two years ago, only 21 percent say that marketing interacts at the C-level of the company.
Speaking at the Association of National Advertisers TV conference in New York yesterday, Tony Ponturo, president and CEO of the Busch Media Group, was less than enthusiastic about the service's prospects.
Erhardt discussed the broad outlines of ESPN's plans during a panel discussion on sports programming Thursday at the Association of National Advertisers' TV & Everything Video Forum in New York.Web.
Speaking at Thursday's Association of National Advertisers' conference in New York, Stephen Sullivan, SVP/communications for Liberty Mutual Group and chairman of ANA's Board of Directors, said that programs like The Responsibility Project reflect the maturity of the Web.
A random polling of agency execs and their clients during the Association of National Advertisers TV and Everything Video Forum on Feb. 28 found no one willing to say that if the networks balk at participating in formal discussions or flat out refuse to eliminate the fees