Marketing Maestros

The Mile High Club Meets the 21st Century

Posted: Feb 27, 2012 12:00am ET BY Caitlin Nitz, Knowledge & Research Specialist

The old saying “Don’t judge a book by its cover,” is more relevant than ever in today’s Web 2.0 world. From LinkedIn to online dating profiles, we now judge other people based on tiny 100x100 pixel images. Never before has image control and personal promotion been more important to get a job, a boyfriend, and now a good seat on an airplane.

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Alive & Well

Posted: Feb 22, 2012 12:00am ET BY Bill Duggan

“The reports of my death are greatly exaggerated.” Mark Twain uttered those now famous words in 1897 upon hearing that his obituary had been published in the New York Journal.

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ITV Coming on Strong!

Posted: Feb 13, 2012 12:00am ET BY Bill Duggan

At this week’s ANA TV & Everything Video Forum, separate research from ANA/Forrester and ANA/Canoe Ventures will reaffirm that ITV is coming on strong. According to the ANA/Forrester work, 24% of marketers are currently experimenting with request for information (RFI) ITV ads and 13% more plan to experiment in the next twelve months.

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Marketers Bullish on Set-top Box Data

Posted: Feb 8, 2012 12:00am ET BY Bill Duggan

Marketers are optimistic on the future application of set-top box data to help guide television media purchasing decisions. That is one of the key findings in the latest ANA/Forrester Research survey that asked national advertisers about their attitudes toward television and video advertising and the impact new technologies will have on their advertising budgets.

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Calming Down Loud Commercials

Posted: Feb 7, 2012 12:00am ET BY Bill Duggan

Recently, the Federal Communications Commission adopted rules implementing the Commercial Advertisement Loudness Mitigation Act (CALM Act). The act responds to years of consumer complaints that the volume on some commercial advertising was much louder than that of programming and requires broadcasters to ensure that the sound level of commercials is the same as programming. It will go into effect ...

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You Deserve a Break Today. Use a Jingle.

Posted: Feb 6, 2012 12:00am ET BY Rick Knecht

In honor of the recent Super Bowl, probably the only broadcast of which anyone says proudly "I only watch for the ads," I thought I'd say a few words in defense of the seemingly lost art of jingles.

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Silos Challenge Integrated Marketing Excellence

Posted: Jan 30, 2012 12:00am ET BY Bill Duggan

A key challenge to the successful planning and execution of integrated marketing programs continues to be the existence of functional silos inside a company. However, progress seems to have been made.

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Combe’s Tom Cunniff on Why Social TV Matters

Posted: Jan 30, 2012 12:00am ET BY Ken Beaulieu

For an increasing number of consumers, watching television has gone from a passive activity to a truly social one. With just about any mobile device in hand, they are able to rate, comment on, and participate in select TV programming and chat about their favorite shows with friends through social channels — all in real time.

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Measure What Matters for Integrated Marketing

Posted: Jan 20, 2012 12:00am ET BY Bill Duggan

There’s a line in this business that goes something like, “What matters get measured and what gets measured matters.” In ANA’s latest integrated marketing survey we asked two questions on performance review measurements:

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The Rise of Content Marketing

Posted: Jan 13, 2012 12:00am ET BY Ken Beaulieu

Marketing departments are morphing into publishing organizations right before our eyes. To help feed consumers’ insatiable appetite for high-quality, emotionally compelling content across channels, some major brands are creating in-house editorial teams akin to media companies. This shrewd approach allows these brands to effectively tell their “story” in a more authentic, credible way — th ...

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