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Archive for the ‘Advertising’ Category

How To Hire An Ad Agency

Posted by iBlog on August 23, 2007

Here’s a staggering statistic: In the month of June alone, accounts worth over $1.7 billion changed advertising agencies. And that’s only among the six largest advertising agency holding companies. It doesn’t include any of the brands that shifted their accounts to thousands of independent agencies across America.

Why so much turnover? One reason is the diminishing tenure of the chief marketing officers who hire agencies—an average of less than two years, according to one recent study. But even in companies where the marketing staff is stable, the temptation to shop for a new agency can be strong.

Read the full article in BusinessWeek.com

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FDA To Study TV Drug Advertising Methods

Posted by iBlog on August 22, 2007

Federal regulators plan to study whether relaxing, upbeat images featured in TV drug ads distract consumers from warnings about the drugs’ risks.

The announcement, posted Tuesday to the Food and Drug Administration’s Web site, comes a week after a study published in the New England Journal of Medicine suggested the agency’s drug-ad enforcement has steadily declined.

Read the full article in BusinessWeek.com

Posted in Advertising, Current News, Healthcare | Leave a Comment »

Now Playing On YouTube: Ads

Posted by iBlog on August 22, 2007

Fifteen seconds into a rock music video on YouTube, a large pink-frosted donut rolls across the bottom of the screen, obscuring the image of the musician’s girlfriend. A beat later, a bright yellow Homer Simpson chases after the cartoon confection. The ad for an animated movie based on the popular Fox (NWS) television show contrasts sharply with the tone of the somber emo video, but it gets the message across: The Simpsons Movie is playing in theaters now.

There’s an even bigger message conveyed by Homer and his donut: For the first time, ads are playing in videos posted on Google’s (GOOG) video site, and watching clips on the world’s most popular video-sharing site may never be the same. The move to include ads with videos was expected. Ever since Google bought YouTube for $1.65 billion last October, it has said new forms of advertising were on the way (see BusinessWeek.com, 10/10/06, “YouTube’s New Deep Pockets”). Analysts say it’s a smart way to generate greater revenue from online video, but viewers may nevertheless balk at having ads clutter an in-progress clip.

Read the full article in BusinessWeek.com

Posted in Advertising, Creativity & Culture, Current News, Digital Media, Sales & Marketing | Leave a Comment »

China Cracking The Mobile Ad Business

Posted by iBlog on August 22, 2007

Advertising to the world’s largest mobile phone user-base should be a marketer’s dream. Yet China’s mobile advertising market was valued at just US$17 million last year, well below the US$40 billion spent on ads in total.

A new kind of mobile advertising technology, however, could be the key that unlocks the country’s 461 million mobile phone screens to advertisers.

Read the full article in BusinessWeek.com

Posted in Advertising, Asia Business, China Global, Creativity & Culture, Digital Media, International Business, Telecommunications | Leave a Comment »

Drug Advertising Debate

Posted by iBlog on August 22, 2007

If Representative Henry Waxman (D-Calif.) had his way, the little butterfly used to advertise the insomnia remedy Lunesta might not be allowed to flutter all over our TV screens, as it has incessantly since the drug was approved in late 2004. Waxman believes the U.S. Food & Drug Administration should be able to forbid companies from advertising directly to consumers until new drugs have been on the market for at least three years. He tried to mandate such a restriction by attaching it to a drug-safety bill. But on July 11 he came up short. After a debate centered on drug companies’ right to free speech, the bill passed with virtually all restrictions on drug advertising stripped out (see BusinessWeek.com, 8/6/07, “Dispense with TV Drug Ads”).

Read the full article in BusinessWeek.com

Posted in Advertising, Government, Healthcare, Sales & Marketing | Leave a Comment »

How To Hire An Ad Agency

Posted by iBlog on August 22, 2007

Here’s a staggering statistic: In the month of June alone, accounts worth over $1.7 billion changed advertising agencies. And that’s only among the six largest advertising agency holding companies. It doesn’t include any of the brands that shifted their accounts to thousands of independent agencies across America.

Why so much turnover? One reason is the diminishing tenure of the chief marketing officers who hire agencies—an average of less than two years, according to one recent study. But even in companies where the marketing staff is stable, the temptation to shop for a new agency can be strong.

Advertising is an exciting, visible business, and when another brand’s agency is making news, it can make their grass appear greener. Plus, it’s a business based on experience, confidence and trust. When trust breaks down, relationships end.

Read the full article in BusinessWeek.com

Posted in Advertising, Business Psychology, Creativity & Culture, Sales & Marketing | Leave a Comment »

Resolution Better Advertising

Posted by iBlog on August 22, 2007

You’ve hung a different calendar on the wall and now it’s time to think about things you might do differently this year. Whatever your personal resolutions, allow me to suggest a dozen of my own that might serve your company’s advertising well.

Read the full article in BusinessWeek.com

Posted in Advertising, Innovation, Sales & Marketing | Leave a Comment »

Advertising Goes Off The Radio

Posted by iBlog on August 22, 2007

The radio industry won’t want to hear this. Advertising dollars are shifting online faster than analysts anticipated. In fact, advertisers will soon spend as much money on the Internet as they do on the airwaves, according to a newly released eMarketer study. On Dec. 6, the New York research firm increased its estimate for 2006 online advertising spending by $500 million, to $16.4 billion.

Read the full article in BusinessWeek.com

Posted in Advertising, Creativity & Culture | Leave a Comment »

Make The Most Of Every Marketing Dollar

Posted by iBlog on August 20, 2007

The most crucial time in the marketing of a new product or service is the initial rollout. Because “first impressions last,” it is essential for an entrepreneurial venture to successfully launch its product. In fact, in the world of Internet mania, the difference between an initial rollout being a success or a dud can mean literally billions of dollars in market capitalization. Much can be learned even before the launch of a new idea, using the “beta test” process to gather feedback and jump-start the customer acquisition process. This means choosing the most appropriate reference accounts, gaining those reference accounts, getting the press on board and ironing out the bugs in the several months, weeks or, in Internet time, days before a formal product launch. Most importantly, it means getting great referrals from delighted, influential reference accounts.

Read the full article in Forbes.com

Posted in Advertising, Finance, Sales & Marketing | 2 Comments »

Ways of The Advertising Warrior

Posted by iBlog on August 20, 2007

A seminar called “Mental Resilience” led by Kamal Sarma, director of an institute by the same name, was sold out Wednesday morning at th e 54th annual Cannes Lions International Advertising Festival . Turns out only about 35 creatives looking to “tap into the elusive ‘white space’ often associated with creative genius” got up early enough (10 a.m.) to make it out to the event.

Read the full article in Forbes.com

Posted in Advertising, Sales & Marketing | Leave a Comment »

Billboards Go Digital

Posted by iBlog on August 20, 2007

Newspaper advertising is already under siege from sliding circulation, the loss of key department store advertisers and online competitors like Craigslist. But now there’s another daunting challenge lurking on the horizon: billboard companies.

Read the full article in Forbes.com

Posted in Advertising, Creativity & Culture, Digital Media, Internet | Leave a Comment »

Whatever Happened To Globalization?

Posted by iBlog on August 20, 2007

The gurus of globalization keep insisting that the world is getting smaller. So why does it keep getting harder to make sense of what’s happening in the new world of business? As recently as 10 years ago, most business leaders thought that they had figured out the logic of global competition. The 21st century would belong to Asia, whose fast-growing economies would eclipse the slower-growth markets of Europe and North America. The 21st century would belong to Japanese companies, which had perfected a model of management that their U.S. rivals were scrambling to copy. The 21st century would belong to a small collection of dominant global brands, as ever-higher barriers to entry would put even the most savvy entrepreneurs at a crucial disadvantage.

Read the full article in FastCompany.com

Posted in Advertising, Going Global | Leave a Comment »

Permission Marketing

Posted by iBlog on August 20, 2007

Seth Godin’s company, Yoyodyne Entertainment, is all about fun and games. But its mission is serious business. Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn’t work as well as it used to – in part because there’s so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it. “We are entering an era,” Godin declares, “that’s going to change the way almost everything is marketed to almost everybody.”

Read the full article in FastCompany.com

Posted in Advertising, Internet, Sales & Marketing | Leave a Comment »

Will Online Ads Ever Click?

Posted by iBlog on August 20, 2007

The problem with Internet advertising isn’t that there’s too much of it (or, these days, less and less of it), or even that most banner ads make 30-second TV spots look like Oscar material. No, the problem is that Internet advertising just isn’t smart enough.

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How long have marketing executives been listening to change-the-game rhetoric from business pundits, Net companies, and online-ad agencies? We all know the jargon: “one-to-one marketing,” “mass customization,” “permission marketing.” And yet, even today, most companies don’t really know what they are paying for when they buy an online ad.

Read the full article in Fastcompany.com

Posted in Advertising, eCommerce, Internet, Sales & Marketing | Leave a Comment »

Buzz Worthy Ad Campaigns

Posted by iBlog on August 20, 2007

Here we observe this past year’s boldest advertising, campaigns that got people talking — and buying.

Read the full article in FastCompany.com

Posted in Advertising, Sales & Marketing | Leave a Comment »

Tripping The Tube Fantastic

Posted by iBlog on August 20, 2007

It’s become conventionally cool among some forward-thinking marketers to say that television is no longer as important as it used to be and that advertising on television has lost its punch. That just isn’t true.

Our lives continue to revolve around television, and television advertising persists as arguably the most powerful way to build a brand. It just depends on what your definition of “television” is — and your definition of “advertising,” too.

To a group of students at St. Martins College in London, “television” is the label on a bottle of wine. “Advertising” is a short film about the wine within, how its grapes were grown, the wine bottled, and suggestions on how to pair it with food. This wine bottle as television is just in prototype, of course. But it has been patented by Hardys, the vintner that commissioned the design. It may be on the shelf sooner than we’d think.

Read the full article in FastCompany.com

Posted in Advertising, Sales & Marketing | Leave a Comment »

The Message Is Marvel

Posted by iBlog on August 20, 2007

Advertising glorifies and encourages competition — that much has been true since Pepsi first faced off against Coca-Cola on national television. But in this age of dotcom delirium, the fight to capture the attention of the masses has far surpassed the efforts of Spuds McKenzie, Joe Isuzu, and the tastes great/less filling warriors. By all accounts, today’s ads have gone decidedly weird.

Read the full article in FastCompany.com

Posted in Advertising, Creativity & Culture, Innovation, Internet | Leave a Comment »

Commercial Success

Posted by iBlog on August 20, 2007

To grasp what’s happening at Yahoo, look at two snapshots, then and now. Start with the late 1990s: The founders, Jerry Yang and Dave Filo, are barely out of their twenties, but these two boyish, scrawny Stanford computer-science grad-school dropouts still look and act a lot like teenagers. Infused with the idealism of the early wave of Internet pioneers, they say that they’re motivated not by starting a business or making money but by creating something useful for the community. Even though they’ve become instant multibillionaires, Dave — who grew up on a commune — remains compulsively frugal: He still lives in a cheap rental apartment, and he often sleeps on the floor of his open cubicle at work, which is strewn with junk. He wears T-shirts that he got free at hacker conferences, even if the shirts have logos of Yahoo’s rivals. Jerry and Dave’s colleagues play soccer inside the office in an open space across a glass wall that looks right into the boardroom, even while the board of directors — the grown-ups! — meets there. And they race their mountain bikes through the hallways of the company’s Silicon Valley headquarters. Jerry and Dave’s idea of a “power lunch” is the greasy glory of the In-N-Out Burger, which pulls its delivery truck into the Yahoo parking lot.

Read the full article on FastCompany.com

Posted in Advertising, Innovation | Leave a Comment »

Great Moments in Self Promotion

Posted by iBlog on August 9, 2007

Self-promotion can be a painful and humiliating process, but one that seems pretty much unavoidable these days. At least that’s how I feel about it, which is why I’m always on the alert for a fresh rationale to make me feel better about something I’m probably going to have to do whether I like it or not.

Read the full article in Fastcompany.com

Posted in Advertising, Entrepreneurship, Sales & Marketing | Leave a Comment »

Srategic Smarts Pay Off

Posted by iBlog on August 9, 2007

Executives from XS Energy Drinks and Method cleaners discussed how companies can apply more strategic thinking to be successful. They shared their insights here yesterday at the American Association of Advertising Agencies’ Account Planning Conference.

Read the full article in AdWeek

Posted in Advertising, Retail Market, Sales & Marketing | Leave a Comment »

Double Click Makes Banners Less Boring

Posted by iBlog on August 9, 2007

Internet banner ads are a story of the haves and have-nots. At the top end of the market live highly interactive rich media units with full video capability, while at the lower end reside more uninteresting units limited by file size constraints.

Read the full article in AdWeek

Posted in Advertising, Creativity & Culture, Sales & Marketing, Technology | Leave a Comment »

Arc Animates AP in Asia

Posted by iBlog on August 9, 2007

Hewlett-Packard, the No. 1 PC seller in the world, is turning to animation for its latest Asia-Pacific interactive business-to-business push from Arc Worldwide in Singapore, part of Publicis Groupe’s Leo Burnett.

Read the full article in AdWeek

Posted in Advertising, Asia Business, China Global, Creativity & Culture, Digital Media, Innovation, Technology | Leave a Comment »

College Try For Target

Posted by iBlog on August 9, 2007

 Like them or not, Target ads have a way of sticking in your brain, and this new spot from Wieden + Kennedy, Portland, Ore., is no exception. It’s back-to-school season, and this commercial finds students decorating their dorm rooms in briskly choreographed sequences punctuated by an annoyingly infectious pop tune. The spot begins with a sparsely furnished room, but the teens waste no time adding that special Target touch. First comes an audio-inspired theme for one student—with his bed set into a wall above copious electronic equipment. There’s also a wilderness motif and a “sky room” with clouds and a rainbow. The ad ends with the line, “Brave new dorm.”

Read the full article in AdWeek

Posted in Advertising, Retail Market | Leave a Comment »

Westin Remakes N.Y Underground

Posted by iBlog on August 9, 2007

NEW YORK A picture of a blooming pink flower on an underground wall of a New York City train tunnel is not an homage from a Georgia O’Keefe appreciation society but part of a new $30 million campaign from Deutsch for Westin Hotels & Resorts.

Read the full article in AdWeek

Posted in Advertising, Hospitality, Innovation, Luxury | Leave a Comment »

Google Aids Account Planning

Posted by iBlog on August 9, 2007

SAN DIEGO Is Google a planning tool?

That was the contention of Penry Price, Google’s director of North American sales, who spoke here yesterday at the American Association of Advertising Agencies’ Planning Conference.

Read the full article in AdWeek

Posted in Advertising, Finance, Technology | Leave a Comment »

Virtual Trade Shows Take Care of Business

Posted by iBlog on August 9, 2007

Virtual trade shows, expos and conventions are coming into their own. While event producers all insist that virtual shows won’t replace real-world shows, there are some decided advantages to attending, hosting or exhibiting at online events. Entrepreneurs save on the costs of travel, booth materials and employees’ lost productivity.

Read the full article in Entrepreneur Online

Posted in Advertising, Innovation, Sales & Marketing, Schmoozing, Small Business, Start Ups 101, Technology, Trends & Ideas | Leave a Comment »

Online Advertising

Posted by iBlog on August 9, 2007

Where have all the stores gone? What’s happened to the products? Have i-business and e-commerce surmounted traditional retailers and planted the flag for a dotcom dynasty? No, not yet, but you certainly couldn’t tell by watching TV. Or tuning the radio dial. Or passing a billboard.

Read the full article in Fastcompany.com

Posted in Advertising, Sales & Marketing, Technology | Leave a Comment »

The Future of Online Advertising

Posted by iBlog on August 9, 2007

Watch the full video on CnnMoney.com

Posted in Advertising, Sales & Marketing, Technology | Leave a Comment »