ANA Topics
First << 151152153154155156157 >> Last (170)
Research Report: How Marketers View TV and Video Advertising
Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.
Tapping the Asian Market-Farmers Insurance Case Study
Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.
Walmart: Saving Money, Living Better, Accelerating Growth
Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.
Word-of-Mouth Marketing That Goes Beyond Tactics -- A Fiskars Case Study
Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.
Word-of-Mouth Marketing That Goes Beyond Tactics -- Fiskars Case Study
Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.
"It's a 'New Normal' and There's No Going Back..."
Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth.
Digital Agency Scope of Work (SOW) Development-The Key to Success
Jennifer Marchant, senior director, marketing at Post Foods LLC, and Kathleen Gareiss and Robert Schwartz at Ogilvy & Mather Worldwide, discussed what a digital scope of work should include and the best ways to negotiate one.
Latino Heritage Identity Initiative-Beyond Demographics
Esther Franklin, executive vice president/director, cultural identities, SMG Multicultural, Starcom MediaVest Group, discussed different identities within the Hispanic-American community.
Maximizing ROI for Digital Images
Jody Sutter, managing director, OnRequest Images, discussed three trends in brand imagery and suggested best practices for marketers managing digital images.
Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance
Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance.
Brand Management Fundamentals-Update on Key Tools and Positioning Case Studies
Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.
Commercial Service Fee and Celebrity Multiservice Contracts
Doug Wood, a partner at Reed Smith, detailed issues that advertisers should look for in celebrity contracts and outlined the new commercial service fee.
New Revenue Streams in Your Own Backyard
Engelina Jaspers, vice president, corporate marketing for the Americas Region of the Hewlett-Packard Company, discussed how her organization is looking at multicultural markets to expand its reach in the U.S. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo changes to their marketing mindsets and practices to generate incremental revenue and brand equity for their companies.
Mars U.S.: Best Practices on Integrating Communications Plans
Lisa Smith, marketing competencies director, Mars U.S., and Carole Walker, director, integrated marketing communications, Mars U.S., shared Mars' strategy for integrating their communications plans.
The Kodak FAST Program: How Employee Ambassadors Transformed Kodak by Treating Everyone as their Customer
Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.
Promotion Marketing Association: Integrated Marketing Discussion
Bonnie Carlson, president, Promotion Marketing Association (PMA), discussed the PMA's efforts to better promote and understand integrated marketing.
Research Report: The State of Marketing
ANA and Prophet partnered on a survey to understand the behaviors and attitudes that characterize marketers who have shifted from a tactical to a visionary role. The survey identified several key shifts in the marketing industry. Read this research report for our findings.
Research Report: Top Benchmarks for Marketers
This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.
Integrating Diversity Management and Marketing
As minority groups increase in size, companies will have to promote diversity internally and manage it successfully. Multicultural marketers presented case studies of companies that are excelling in this area.
