An ANA survey reveals that companies are spending more on newer media platforms to reach multicultural consumers. The survey found that, since 2007, the newer multicultural media platform showing the greatest increase in usage is social networks, which rose 43 points, from 16 percent to 59 percent.
Marketers must find ways to combine purpose with action to make their brands more meaningful. By turning brand values into brand action, you build not just a brand, but an “action brand.”
Television has risen from the ashes to become a hot advertising medium once again. Bob Liodice, president and CEO of the ANA, discussed interactive television, which has the potential to create an entirely new caliber of television advertising.
Nielsen’s vice chair addresses pressing questions from ANA TV & Video Committee members. Topics include rating systems, cross-media/multiplatform research analysis, and econometric tools.
Could a standardized metric prove that strong brands build shareholder equity? The ANA believes so, and its goal is to develop a uniform metric that provides a clear picture of what marketing efforts contribute to a company's bottom line.
These five best practices for digital media use in public relations help brands extend their reach and manage their reputations. It's more important than ever for marketers to master the digital space in a world where Twitter, email, and Facebook are key communication platforms.
Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.
Thanks to the rise of social media, more companies are adding customer product reviews to their websites. Is it a risky proposition?
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.