Most Active Articles 2009-11-24T12:07:30.771-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:consumer-marketing Steve Greenberger sgreenberger820 urn:com:businessweek:bx:article:2142549968171149408-42fcdd1d6e383e175b04d2e742cc090d 2009-11-23T17:46:23.637-05:00

Today's advertising professionals need to break out of campaign thinking and embracing conversation thinking. Successful marketing in the future will need to focus more on connecting with consumers versus just selling them stuff.

Today's advertising professionals need to break out of campaign thinking and embracing conversation thinking. Successful marketing in the future will need to focus more on connecting with consumers versus just selling them stuff. http://tommartin.typepad.com/positive_disruption/2009/11/tom_martin_social_media_strategy_consultant_speaker_stop-campainging-and-start-conversing.html Tom Martin tmartin858 1 0 0 1 urn:com:businessweek:bx:article:11498165553557473806-c1b36b34056d9fc43a2a7668fa540c12 2009-11-23T13:02:07.751-05:00

Blu Dot's 'Real Good' Marketing Experiment Posted by: Helen Walters on November 03 Small companies without the vast budgets of large corporations have no choice but to think creatively about how to market their wares. On Wednesday November 4th,...

Blu Dot's 'Real Good' Marketing Experiment Posted by: Helen Walters on November 03 Small companies without the vast budgets of large corporations have no choice but to think creatively about how to market their wares. On Wednesday November 4th,... http://www.businessweek.com/the_thread/brandnewday/archives/2009/11/blu_dots_gps_re.html Jesse Kedy jkedy401 1 0 0 1 urn:com:businessweek:bx:article:9010137544051511232-194e8b924990f5ae3b53660b52307e65 2009-11-23T10:30:45.850-05:00

Spending on cause-related-marketing, one of the latest marketing trends, is projected to reach $1.57 billion this year, a 3.1% increase over 2008, according to the IEG Sponsorship Report. But how can a growing business affordably rally support for a cause? Here are some ideas.

Spending on cause-related-marketing, one of the latest marketing trends, is projected to reach $1.57 billion this year, a 3.1% increase over 2008, according to the IEG Sponsorship Report. But how can a growing business affordably rally support for a cause? Here are some ideas. http://www.fuelnet.com/daily/consumer_marketing_trends/rallying-cry/ Ken Beaulieu kbeaulieu381 0 0 0 0 urn:com:businessweek:bx:article:1586343215434209316-e745499827b33d1da28bbdb65b413f39 2009-11-22T21:05:53.818-05:00

Popular opinion suggests that great innovation results from a mysterious combination of forces that make it appear to fall from the sky. Whether divine intervention, the harnessing of creative genius or luck, to many, innovation seems to surface at...

Popular opinion suggests that great innovation results from a mysterious combination of forces that make it appear to fall from the sky. Whether divine intervention, the harnessing of creative genius or luck, to many, innovation seems to surface at... http://adage.com/cmostrategy/article?article_id=140647 Itamar Medeiros imedeiros325 0 0 0 0 urn:com:businessweek:bx:article:1116026915454693308-4d30373df1a60399de3f17a392433380 2009-11-20T17:32:23.669-05:00

Back in June, Miracle Whip broadcasted its condiment manifesto to Gen Y. Punctuated with the official quivery chalkboard script of all advertising-spawned youth movements and set to a swaying, polyethnic crowd kickin' it kiddie-pool style, a bored...

Back in June, Miracle Whip broadcasted its condiment manifesto to Gen Y. Punctuated with the official quivery chalkboard script of all advertising-spawned youth movements and set to a swaying, polyethnic crowd kickin' it kiddie-pool style, a bored... http://www.unboundedition.com/pdp_thinking/2009/nov/20/miracle-whip-finds-its-brand-voice/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:50175688959177821-3a7ecbc9384bb26044ee301961e39998 2009-11-17T11:06:49.294-05:00

It was a brilliant plan, and no less brilliant for being sacked almost immediately by the NFL. The idea: Hustle up free advertising during Sunday afternoon games by getting NFL players to strike a Captain Morgan pose after scoring a touchdown,...

It was a brilliant plan, and no less brilliant for being sacked almost immediately by the NFL. The idea: Hustle up free advertising during Sunday afternoon games by getting NFL players to strike a Captain Morgan pose after scoring a touchdown,... http://www.medialifemagazine.com/artman2/publish/Out_of_Home_19/Whoa_Captain_Morgan_in_the_end_zone_OOH.asp Lauren Young lyoung404 8 7 0 1 urn:com:businessweek:bx:article:6300250691006898818-8272f598fed0391d2297658773a3b6a4 2009-11-17T10:52:30.424-05:00

We may not be able to pinpoint the precise meaning of fairness at all times and all places for all people. But by better understanding the reference points that anchor buying and selling decisions in the micromarket we have an improved chance of achieving results that are both fair and profitable.

We may not be able to pinpoint the precise meaning of fairness at all times and all places for all people. But by better understanding the reference points that anchor buying and selling decisions in the micromarket we have an improved chance of achieving results that are both fair and profitable. http://blog.sentrana.com/2009/11/16/a-beer-on-the-beach-and-other-mysteries-of-fair-pricing/ Joe Smiley jsmiley701 4 4 0 0 urn:com:businessweek:bx:article:8953629907903316928-c61c1d352008c3d03c78cc22226a5a06 2009-11-17T09:32:39.715-05:00

We Like Chocolate and Beer. Cigarettes, Not That Much Posted by: Michael Arndt on November 17 Turns out candy is dandy, at least during recessions. Beer is pretty OK, too, but cigarettes are a vice that even smokers increasingly say they ain’t worth...

We Like Chocolate and Beer. Cigarettes, Not That Much Posted by: Michael Arndt on November 17 Turns out candy is dandy, at least during recessions. Beer is pretty OK, too, but cigarettes are a vice that even smokers increasingly say they ain’t worth... http://www.businessweek.com/the_thread/brandnewday/archives/2009/11/turns_out_candy.html Michael Arndt marndt561 1 1 0 0 urn:com:businessweek:bx:article:10603183498663031506-2799a6dede2c9cad64b8870df13ec416 2009-11-17T13:45:13.062-05:00

The recession has brought unprecedented volatility to consumer behaviors, and similar shifts in media consumption - even the NFL and MLB aren't immune. To turn these temporary shifts into long-term loyalty, marketers need to fast-cycle changes to the touchpoint mix that best create emotional connections with consumers.

The recession has brought unprecedented volatility to consumer behaviors, and similar shifts in media consumption - even the NFL and MLB aren't immune. To turn these temporary shifts into long-term loyalty, marketers need to fast-cycle changes to the touchpoint mix that best create emotional connections with consumers. http://mlcwideangle.exbdblogs.com/2009/11/17/what-the-nfl-tells-us-about-consumer-behavior-and-touchpoints/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:10977514829269191873-10e468b25edc84363b5e987d17dffd57 2009-11-17T09:34:53.778-05:00

I’ve Seen the Future and it’s… The Crowd By Sedef Onder A couple weeks ago, I attended the first-ever TEDxEast conference, and found a remarkably consistent theme to several speakers’ presentations. The notion of consumers and the public interacting...

I’ve Seen the Future and it’s… The Crowd By Sedef Onder A couple weeks ago, I attended the first-ever TEDxEast conference, and found a remarkably consistent theme to several speakers’ presentations. The notion of consumers and the public interacting... http://bit.ly/2kYsl0 Sedef Onder sonder392 0 0 0 0 urn:com:businessweek:bx:article:8808950379783708433-18b99d4e22d0db39b1f072c3d12f5a61 2009-11-16T22:49:04.242-05:00

The frame of Oakley's Elite C Six sunglasses is composed of 80 layers of carbon fiber. The glasses cost $4,000. Oakley Neil Ferrier, 25, had graduated from the Scotland's University of Strathclyde in Glasgow only six months earlier when he was asked...

The frame of Oakley's Elite C Six sunglasses is composed of 80 layers of carbon fiber. The glasses cost $4,000. Oakley Neil Ferrier, 25, had graduated from the Scotland's University of Strathclyde in Glasgow only six months earlier when he was asked... http://www.businessweek.com/innovate/content/nov2009/id20091111_022250.htm Michael Arndt marndt561 0 0 0 0 urn:com:businessweek:bx:article:16904979843197819396-449f10527d21bcdfefbfc646b411d1df 2009-11-16T09:46:03.243-05:00

eBay Consumer Loyalty Drops in 2009 eBay's consumer loyalty, measured by whether they would recommend the brand to a friend, has been slowly eroding through all of 2009, according to YouGov's BrandIndex, a daily consumer-perception research service...

eBay Consumer Loyalty Drops in 2009 eBay's consumer loyalty, measured by whether they would recommend the brand to a friend, has been slowly eroding through all of 2009, according to YouGov's BrandIndex, a daily consumer-perception research service... http://www.drewkerrpress.com/2009/11/auctionbytes-publishes-brandindexs-ebay.html Drew Kerr dkerr475 1 1 0 0 urn:com:businessweek:bx:article:3933345228101755969-49b90f196c747c0739ddf0f6f3c0406b 2009-11-16T14:17:01.950-05:00

With the recent economic meltdown, businesses big and small are in a panic. All seem to be screaming the same mantra: “I have to get more customers!” But do you really need more customers? Maybe You Don’t Need a Rush for...

With the recent economic meltdown, businesses big and small are in a panic. All seem to be screaming the same mantra: “I have to get more customers!” But do you really need more customers? Maybe You Don’t Need a Rush for... http://sohobiztube.com/article.php?article_id=118 Meghan Martin mmartin464 0 0 0 0 urn:com:businessweek:bx:article:15611348933405512503-6793681bdfc85801cbe7a775a8058a0a 2009-11-16T10:28:22.986-05:00

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over.

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over. http://www.unboundedition.com/pdp_thinking/2009/nov/16/gap-announces-end-recession/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:6667002549433581102-f1d6feaaf92077efd023a88118ebe7c5 2009-11-13T15:49:43.252-05:00

Google's autocomplete search recommendations have spawned a new meme. And before you keep reading, let me warn you: this post could rob you of your productivity today. It's a fun game. Type in "who," "what," "when," "where," "why" or "how" and see what our Google overlords tell us are popular searches. It can be entertaining, revealing, and in many cases, quite disturbing.

Google's autocomplete search recommendations have spawned a new meme. And before you keep reading, let me warn you: this post could rob you of your productivity today. It's a fun game. Type in "who," "what," "when," "where," "why" or "how" and see what our Google overlords tell us are popular searches. It can be entertaining, revealing, and in many cases, quite disturbing. http://www.unboundedition.com/pdp_thinking/2009/nov/13/fun-google-autocomplete-revelations/ Patrick Davis Partners jdebruijn841 1 1 0 0 urn:com:businessweek:bx:article:10445832131014576183-247acacecd182af6858346cd30c4c3c2 2009-11-11T12:14:07.362-05:00

A new research report released revealed that two-thirds of Generation X women chose Generation Y women as the most influential age group when it comes to defining trends in popular culture. Gen Y women, in turn, are discovering new brands and getting most of their style inspiration and product recommendations from blogs and social media.

A new research report released revealed that two-thirds of Generation X women chose Generation Y women as the most influential age group when it comes to defining trends in popular culture. Gen Y women, in turn, are discovering new brands and getting most of their style inspiration and product recommendations from blogs and social media. http://www.sugarinc.com/5877055 Eric Tsai etsai275 2 2 0 0 urn:com:businessweek:bx:article:7042084412061282647-e2d15d87686806a2394624cf37bb579e 2009-11-12T17:12:27.175-05:00

The Unbound Edition players, wisely sporting plastic-lined undergarments, take the stage to present the season finale, "Shut the Door. Have a Seat." (curtain up)

The Unbound Edition players, wisely sporting plastic-lined undergarments, take the stage to present the season finale, "Shut the Door. Have a Seat." (curtain up) http://www.unboundedition.com/pdp_thinking/2009/nov/12/attention-deficit-theatre-mad-men-season-three-epi/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:10897841031498493182-99353b374239c81daa909bd31a37c0f8 2009-11-09T20:35:47.143-05:00

Get three lessons from a book by a marketing/advertising firm recognized by The Wall Street Journal.

Get three lessons from a book by a marketing/advertising firm recognized by The Wall Street Journal. http://blog.winningworkplaces.org/blog/winning-workplaces/0/0/three-tips-for-making-online-consumer-bias-work-in-your-favor Mark Harbeke mharbeke724 4 4 0 0 urn:com:businessweek:bx:article:12553046700662569239-77bf49633492f8687a4fb1e047289dd9 2009-11-09T10:13:28.744-05:00

According to the Marketing to Moms Coalition, mothers control 85% of household spending in the U.S., and are worth more than $2 trillion to U.S. brands. But they’re a tough group to reach with marketing messages. So how can a business go about reaching this influential group? Here are four key areas to pay attention to.

According to the Marketing to Moms Coalition, mothers control 85% of household spending in the U.S., and are worth more than $2 trillion to U.S. brands. But they’re a tough group to reach with marketing messages. So how can a business go about reaching this influential group? Here are four key areas to pay attention to. http://www.fuelnet.com/daily/consumer_marketing_trends/reach-the-mother-lode/ Ken Beaulieu kbeaulieu381 2 2 0 0 urn:com:businessweek:bx:article:12333942480876845467-02243d3a5c51e2952bbaebde89ae4242 2009-11-10T10:01:12.471-05:00

For more than a year now, I've admired an unusual vegetable garden in a middle-class St. Louis neighborhood. The owners, Chinese immigrants, have carefully designed the space to house lettuces, tomatoes, cucumbers, berries and all varieties of...

For more than a year now, I've admired an unusual vegetable garden in a middle-class St. Louis neighborhood. The owners, Chinese immigrants, have carefully designed the space to house lettuces, tomatoes, cucumbers, berries and all varieties of... http://www.unboundedition.com/pdp_thinking/2009/nov/9/2009-space-odyssey/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:6123365556208912612-cfbcd00b7d416ef600ad5a6eed21a393 2009-10-28T11:07:51.043-04:00

Adult perceptions of leading QSRs have been improving for the past year -- and the latest BrandIndex data show brand loyalty, in particular, rising dramatically during the past month. BrandIndex tracks loyalty by asking consumers whether they would...

Adult perceptions of leading QSRs have been improving for the past year -- and the latest BrandIndex data show brand loyalty, in particular, rising dramatically during the past month. BrandIndex tracks loyalty by asking consumers whether they would... http://www.drewkerrpress.com/2009/10/place-brandindex-research-in-mediapost.html Drew Kerr dkerr475 18 18 0 0 urn:com:businessweek:bx:article:15075010674920784011-ff45b91a4becbeacb81d32f365b87818 2009-11-06T19:00:20.996-05:00

When Ford Motor Co. reported a third-quarter profit of nearly $1 billion this week, analysts cited a number of factors, including the government’s cash-for-clunkers program and the automaker’s ability to siphon business from its bankrupt and...

When Ford Motor Co. reported a third-quarter profit of nearly $1 billion this week, analysts cited a number of factors, including the government’s cash-for-clunkers program and the automaker’s ability to siphon business from its bankrupt and... http://www.druckerinstitute.com/druckerapps/20091106/index.html Drucker Institute dinstitute587 0 0 0 0 urn:com:businessweek:bx:article:11414173209391258313-fb446949746dd18d41cff9082352d495 2009-11-02T15:14:40.150-05:00

Not much surprises us these days. And that, by and large, is the way we like it. We have more control than ever over our lives. We bank and shop on-demand online. We use RSS feeds to filter our news. We carefully manage our public image by broadcasting the most appealing pieces of ourselves -- photos, status updates and MP3 playlists -- on our blogs and Facebook pages. Recognizing this demand for control and customization, more marketers are asking us to help shape their products however we see fit. So it's surprising to see some new businesses thriving by keeping us in the dark.

Not much surprises us these days. And that, by and large, is the way we like it. We have more control than ever over our lives. We bank and shop on-demand online. We use RSS feeds to filter our news. We carefully manage our public image by broadcasting the most appealing pieces of ourselves -- photos, status updates and MP3 playlists -- on our blogs and Facebook pages. Recognizing this demand for control and customization, more marketers are asking us to help shape their products however we see fit. So it's surprising to see some new businesses thriving by keeping us in the dark. http://www.unboundedition.com/pdp_thinking/2009/nov/2/element-surprise/ Patrick Davis Partners jdebruijn841 2 2 0 0 urn:com:businessweek:bx:article:7103593252562843348-e86d2d4329d2b9df1da8ce69009978e7 2009-10-30T10:27:07.785-04:00

Procter & Gamble indicated Thursday that it will boost marketing spending over the next year as it introduces a run of new and refashioned brands. The world's largest advertiser said it plans to increase product "innovations" by 30% this year -- with the bulk coming in the back half. "The marketing spend tends to follow the innovations as we work to generate trial," said new CEO Bob McDonald on an investor call. He declined to provide specifics about the new pipeline. P&G spent $911.5 million in measured media last year in the October-December quarter, down 8% versus the year before, according to TNS Media Intelligence.

Procter & Gamble indicated Thursday that it will boost marketing spending over the next year as it introduces a run of new and refashioned brands. The world's largest advertiser said it plans to increase product "innovations" by 30% this year -- with the bulk coming in the back half. "The marketing spend tends to follow the innovations as we work to generate trial," said new CEO Bob McDonald on an investor call. He declined to provide specifics about the new pipeline. P&G spent $911.5 million in measured media last year in the October-December quarter, down 8% versus the year before, according to TNS Media Intelligence. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116439 Michael Arndt marndt561 5 5 0 0 urn:com:businessweek:bx:article:5730636330576775547-83e92c1ba0285e1838717e41b608c1a1 2009-11-02T18:13:25.060-05:00

Could mobile advertising finally be on its way to consumer acceptance and success?

Could mobile advertising finally be on its way to consumer acceptance and success? http://mobilemandala.com/2009/11/01/hope-for-mobile-advertising/ Mark Jaffe mjaffe626 1 1 0 0