When making a purchasing decision, a person's cultural identity decides the outcome of the choice. A person can have multiple cultural identities, depending on the connections they have with people. Cultural identity is attained through reference groups and individuals whom they relate with, having certain traits in common.

Most email marketers have their customers segmented by various categories of behavior and personal characteristics, from age and gender to region and income.

The Federal Trade Commission testified before two subcommittees of the U.S. Senate Appropriations Committee about the results of an FTC study released in July on food marketing to children and adolescents.

This paper discusses development of brand names for materials, including textiles, building products, coating and binding substances, and other functional materials. The discussion is illustrated with numerous brand names. Famous brand names and generic names for materials are analyzed to show how they were constructed. Also discussed are important trademark issues for materials, including genericide, semantic positioning, and ingredient/component names.

This white paper is designed to outline a process for developing a digital strategy or “roadmap” for a brand. The goal is to combat the tendency for some marketers to approach digital from an execution-centric perspective. The following is a starting point for creating a more strategically driven digital planning process.

Despite this past week, the year 2008, in general, has been an excellent one for developing nations. China, Brazil, Russia, India and other historically troubled economies continue to enjoy burgeoning middle and upper classes that are spending money on purchases they could not afford in the past.

In contrast, this has not been a good year for developed nations. The United States, and now every country tied to America's radioactive financial service industry, is suffering because deluded borrowers and irresponsible lenders were circulating money they never actually had.

Chief Marketing Officers at many of the biggest brands in the nation are seeing a major shift in the marketing landscape. Almost two-thirds (63%) of the 175 marketing executives surveyed see an increase in their spending on interactive/digital marketing while 59% report a decrease in traditional marketing spend.

AcuPOLL has developed a white paper that details the methodology further, showcasing benefits to brand executives who are often under increased pressure to fast track the best ideas and get them to market.

Marketers including old and new media vehicles are intrigued and challenged with how to brand for and effectively reach the US Hispanic bilingual and bicultural 12 -34 demographic. By Julio Rumbaut.

The Direct Marketing Association released “Loyalty Programs: A Cross-Industry Analysis of Usage and Effectiveness.” This first-ever report, which focuses solely on loyalty marketing, is designed to provide marketers with a snapshot view of loyalty marketing strategies as a whole, as well as within different industry segments.

Over the years, many brands such as Oldsmobile, PanAm, and Woolworth have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even the strongest brands with high net worth are not immune from brand decline and subsequent death. In today’s market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining, and invest in them to revitalize them.

The kids are online, but many marketers aren't.

More than one-half of spending by food and beverage companies targeting children in 2006 went to traditional measured media, according to recently released data from the US Federal Trade Commission (FTC). New media accounted for only 5% of such spending that year.

In this second major study from the Radio Ad Lab, we compared the effects of two television ad exposures to the effects of one television ad combined with two Radio exposures. We also did the same thing with newspapers—comparing two newspaper exposures to one newspaper ad plus two radio exposures.

As the Olympic Games unfold, the branding experts at Siegel&Gale are available for comment on topics such as how the Olympics are affecting the "brand" of China, how companies are using the Olympics to further their brands, specific corporate ad campaigns, branding through sports events in ge

Among search marketers who ran integrated campaigns, more than one-third paired SEM with direct mail. Nearly three out of 10 combined SEM with magazine or newspaper advertising. It was less common for marketers to use search in conjunction with television (12%) or radio ads.