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What Was the Agency Thinking? Value vs. Cost

Vince Chimienti, director of procurement and negotiation services, The Glassbox, and Dorothy Young, CEO, The Glassbox, discussed how marketers can focus more on the value of an agency's work, as opposed to just the cost of that work.

BabyCenter's 21st Century Mom® Insights Series: Hispanic Acculturation Study

In this comprehensive study about Hispanic moms, BabyCenter offers key insights into the influence of acculturation on moms' behaviors and preferences related to shopping, mealtime, and media consumption and what this means for marketers trying to reach this fast growing segment of our population.

BabyCenter’s 21st Century Mom® Insights Series: 2010 Mom® Social Influencer Report

This BabyCenter study reveals the anatomy of five consumer segments among moms using social media, broken down into two categories: the “Influencers” and the “Influenced.” Even though the Influencers make up only 18% of social moms, they wield 78% of the influence and have a profound impact on the Influenced.

Benjamin Moore Makes a Colorful Entry into the Mobile App World

Chris Connelly, product manager, Benjamin Moore & Co., discussed how their mobile applications have helped to build brand loyalty while also getting all three of their consumer segments excited about paint.

Benjamin Moore Makes a Colorful Entry into the Mobile App World

Chris Connelly, product manager, Benjamin Moore & Co., discussed how their mobile applications have helped to build brand loyalty while also getting all three of their consumer segments excited about paint.

Coldwell Banker Moves Ahead with Mobile Marketing

David Marine, Director, Consumer Engagement, Coldwell Banker Real Estate Corporation, discussed how mobile has become a priority within their business.

Mobile Marketing Association: Marketing Spend Data Project Discussion

In this session, the Mobile Marketing Association discussed a project idea with the ANA Mobile Marketing Committee that could develop marketing strategies and help to provide ROI on mobile marketing spend.

The BRAVO Buzz Model: A Mobile Marketing Strategic Lens

Ellen Stone, senior vice president of marketing, BRAVO, Sarah Hofstetter, SVP of emerging media and innovation, 360i, and David Berkowitz, senior director of emerging media and innovation, 360i, discussed how BRAVO drove tens of millions of impressions through mobile marketing, which also allowed BRAVO's viewers to connect with Top Chef: Just Desserts before the show even aired.

The BRAVO Buzz Model: A Mobile Marketing Strategic Lens

Ellen Stone, senior vice president of marketing, BRAVO, Sarah Hofstetter, SVP of emerging media and innovation, 360i, and David Berkowitz, senior director of emerging media and innovation, 360i, discussed how BRAVO drove tens of millions of impressions through mobile marketing, which also allowed BRAVO's viewers to connect with Top Chef: Just Desserts before the show even aired.

General Motors Case Study: Yahoo! Login Page Takeover Ad

General Motors partnered with Yahoo! Digital AdVentures to create login page takeover ads in order to increase brand awareness and drive purchase intent.

IEG: Measuring High Performance Sponsorship Programs

IEG shares 10 tips for successfully measuring sponsorships in this report.

NASCAR Sponsorship Delivers ROI for Sprint

This Q&A from IEG looks at Sprint's title sponsorship of NASCAR's top racing series.

Network Interference: A Legal Guide to the Commercial Risks and Rewards of the Social Media Phenomenon, 2nd Edition

This White Paper by ReedSmith, a law firm, looks at issues pertaining to social media and the law, including trademarks, data privacy and security, and copyrights.

Transcending the Cloud: A Legal Guide to the Risks and Rewards of Cloud Computing

This White Paper from ReedSmith, a law firm, looks at the rapid growth of cloud computing and the challenges and benefits it may present to marketers today.

Demystifying Marketing Procurement

Gerry Preece, consultant, and Russel Wohlwerth, principal, Ark Advisors, discussed how the marketing procurement space is different from the standard materials procurement space.

Demystifying Marketing Procurement

Gerry Preece, consultant, and Russel Wohlwerth, principal, Ark Advisors, discussed how the marketing procurement space is different from the standard materials procurement space.

Demystifying Marketing Procurement

Gerry Preece, consultant, and Russel Wohlwerth, principal, Ark Advisors, discussed how the marketing procurement space is different from the standard materials procurement space.

Lexus: One Communication Strategy with Multiple Target Consumers

Steve Jett, National Marketing Communications Manager, Lexus Division, Toyota Motor Sales, and Aaron Walton, Co-founder, Walton | Issacson, shared their unique strategy and campaign implementation to target their top luxury brand to Hispanic, African-American and LGBT market segments.

Mail Has the Power to Move Minds, Study Says

This article from USPS' Deliver Magazine discusses a recent neuroscience study that demonstrated how direct mail can make a deeper and longer-lasting impression on people's brains than digital advertising.

Advertising Age and 24 Seven: The State of Marketing Job Satisfaction

Celeste Gudas, CEO, 24 Seven, Inc.; Alp Onurlu, senior business development manager, 24 Seven, Inc.; Lisa-Marie Ringas, director of Strategic Accounts, 24 Seven, Inc., discussed the findings of a survey from 24 Seven, Inc. and Advertising Age on the state of salary and job satisfaction in the marketing, creative, and digital industries.

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