Marketing

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.

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.

Branding was relatively easy in the 1960s, with affordable 60-second spots that provided plenty of time for product sell. By the time the ’70s rolled around, marketers complained when they had to cut messages down to fit 45-second ads. In the ’80s, ads had condensed into expensive 30- second spots that left marketers grumbling.

The growth of interactive marketing is poised to accelerate in coming years. Despite this, are you one of the many online marketers who already feels overwhelmed? Do you struggle to align your interactive marketing activities within your organization? Do the vendors you partner with work in silos? FREE.

The Federal Trade Commission announced the results of a study on food marketing to children and adolescents. The report, Marketing Food to Children and Adolescents: A Review of Industry Expenditures, Activities, and Self-Regulation, finds that 44 major food and beverage marketers spent $1.6 billion to promote their products to children under 12 and adolescents ages 12 to 17 in the United States in 2006.

Some Spanish language radio stations seem to think that English is the new Spanish. I am not sure what makes radio programmers add English language songs into their playlist. By Jose Cancela.

A new global study by the Chief Marketing Officer Council shows that many companies worldwide still lag in their ability to integrate and align sales goals with marketing activities, thus reducing the overall business performance of their organizations.

“You” were selected as Time magazine’s person of the year. Every industry expert has beaten to death this decade’s marketing catchphrase, “The consumer is in control.” Teens, tweens and digitally savvy adults have made it abundantly clear that they will not be marketed to in the traditional manner. The question marketers now wait to have answered is: What are people going to do with their newfound control? What must marketers do to stay relevant in the world of consumer control?