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.
Agency
Pitching Food to Kids Online
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.
Ways to bridge and bind Global Sales & Marketing teams.
The Chief Marketing Officer (CMO) Council has released an in-depth global report on how corporate executives can bridge the yawning gap between marketing and sales teams and better align these two critical functions to drive business performance and revenue growth.
Observations from the 2008 AAAA Account Planning Conference.
This issue of Research Matters contains highlights from the 2008 Account Planning Conference, held July 21–23, 2008, in Miami. AAAA Information Specialist Rebecca Samson attended the conference and captured the major points presented by the speakers.
Arbitron to Respond to list of concerns raised by AHAA PPM Advisory Council.
In April, José López-Varela announced the creation of the AHAA PPM Advisory Council, designed to explore industry issues and opportunities surrounding Arbitron’s Portable People Meter (PPM), the new electronic radio broadcast measurement system. The AHAA Advisory Council comprises representatives from various AHAA member agencies, Hispanic Radio Broadcasters and Arbitron.
The Synergy Study.
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.
Turbulent Economic Times changing Shopping Behaviors.
More than 30 percent of consumers are eating at home more and eating out less and 40 percent feel worse off than a year ago as shoppers continue to grapple with managing their budgets during uncertain economic times, according to a new study released by Unilever. The study, Winning Shoppers in Turbulent Times – A Unilever Trip Management Report, reveals how different demographic groups will change their shopping habits as belts continue to tighten during challenging economic times.
Top 10 Excuses Businesses use for Not Paying Invoices.
In today’s tight credit environment it is even more important than usual to stay on top of late-paying customers. More and more purchasers are looking for
opportunities to extend payment terms, and for some this can mean finding excuses either to pay late or not at all.
An older and more Diverse Nation by Midcentury.
The nation will be more racially and ethnically diverse, as well as much older, by midcentury, according to projections released by the U.S. Census Bureau.
Minorities, now roughly one-third of the U.S. population, are expected to become the majority in 2042, with the nation projected to be 54 percent minority in 2050. By 2023, minorities will comprise more than half of all children.
