Use this three-step method to boost your marketing spend while keeping the CFO in line with your objectives.
CMO Mark Addicks leads General Mills' lineup of culinary superheroes like Betty Crocker and Jolly Green Giant into the digital age of social networking.
Industry-driven, self-imposed codes of conduct, not government oversight, are key to regulating online advertising.
Today's brand managers face a fragmented media landscape where they must be project managers and marketers.
A comprehensive new report commissioned by the ANA reveals the impact the advertising industry has on the wider economy.
With more tools than ever at their disposal, marketers need to integrate across all channels.
At the 2010 Masters of Marketing Conference, the clear message was to get brand management right.
The ANA Multicultural Excellence Awards were created to recognize leading marketers and their agencies for their outstanding multicultural advertising campaigns. The winners, honored at the recent ANA Multicultural Marketing & Diversity Conference in Miami, Fla., were named in eight categories: Asian; African American; Hispanic; General Market; Digital Media; Radio, Print (new this year); and Significant Results. Learn more about some of the winners.
As the economy recovers, some marketers are switching from a hard-sell approach to campaigns that appeal to consumers on an emotional level.
Digital media may be all the rage, but the old standbys like the free T-shirt and the coffee mug still have their place in today's marketing mix. Click to learn more.
Connecting and engaging with consumers in a believable way is key to building a successful brand. John Seifert, chairman and CEO, Ogilvy & Mather North America, writes that trust is required in order to bring out the inner greatness of brands.
Ford’s Jim Farley helps the resurgent automaker get its message out. Adversity has forced the brand to be a stronger, leaner, more agile, and aggressive company, with a renewed focus on the customer.
The baby boomer generation is redefining what it means to be retired. As the first baby boomers inch closer to turning 65, it’s important for brands to understand how they differ from generations past.
Despite the fears of the advertising community, the government is a worthy partner according to Bob Liodice, president and CEO of the ANA. While there has been reason for concern regarding advertising taxes, there are areas where the industry and government can work together.
Brands can align marketing, agencies, and procurement through better scope of work management. Learn about the building blocks that appear in many leading scope of work programs.
Knowing the differences between search engine users could lead to more effective online advertising. New research suggests that audience size may not be the only factor worth considering when deciding which search engine to focus your efforts on.
The Alliance for Family Entertainment (AFE) provides marketers with even more programming choices. A 2009 AFE study finds that placing an ad in the right program can increase advertising effectiveness by 30 percent.
Honest, personal communication is the key to building customer trust. In a post-Recession environment, brands have to work hard to regain the confidence of consumers.
Scott Remy’s creative marketing strategy seeks to boost Nestlé USA’s positioning in nutrition, health, and wellness. For Nestlé, consumer preference + nutritional plus + brand communication = market share.
Marketers who embrace the five tenets of customer-centricity gain engaged, loyal brand advocates. Read about how Procter & Gamble, Best Buy, and Charles Schwab found success by building close relationships with consumers.