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|INTEGRATED MARKETING COMMUNICATIONS|
||Developing an optimal promotional budget requires knowing which elements of the promotional mix are most likely to connect with target customers. A recent study by Boston's Compete Inc.--a marketing research firm with customers including DaimlerChrysler, Nissan, and Toyota--has concluded that automakers' promotional budgets are in need of a major overhaul.
(Updated November 2006)
||Avon Products, Inc. recently announced that it has partnered with New York Yankees shortstop Derek Jeter to create a signature men's fragrance. The new scent, named Driven, is designed to capture the unique personality of one of the most driven men in America.
(Updated August 2006)
||Retailers were caught in the culture wars this past holiday season, as merchandisers attempting to mix business and political correctness banned the mention of "Christmas" from stores. The move unwittingly alienated millions of holiday customers, analysts noted.
(Updated January 2006)
||In an unusual crime spree, sponge-nappers have removed dozens of inflatable SpongeBob SquarePants figures from Burger King roofs across the country. It is uncertain who is responsible for the sponge-nappings or why they want the toothy Nickelodeon character, but investigators are on the case. The burger giant is insisting that the recent heist is not a publicity stunt.
(Updated January 2005)
recently introduced its new low-carb C2 cola in the company's most aggressive
media blitz since Diet Coke was released in the early 1980s. The cola giant
supported C2's rollout with a marketing campaign that included television,
radio, outdoor, cinema and Internet advertising--a virtual armada of media
vessels deployed to announce that C2 has half the carbohydrates, calories
and sugar of regular cola, and "all the great taste" of Coca-Cola.
erectile dysfunction (ED) ads are popping up everywhere, one small biotech
company is using a variety of integrated marketing tools, from press releases
to PGA golf sponsorships, to place its new ED treatment toe-to-toe with
competing treatments from dominant pharmaceutical giants.
three biggest sponsors of hit Fox series American Idol--Coca-Cola, Ford
and AT&T Wireless--will be back for the newest installment, each reportedly
making a $20 million-plus gamble that the show will continue to generate
huge ratings and water-cooler buzz. The advertisers are finding new and
creative ways to wrap brands in and around the action, hoping audiences
will associate products with the show's lively talent and enigmatic judge.
media clutter at an all-time high, creativity is not just a nice-to-have
extra-it's a flat-out necessity. If advertising and promotion efforts are
to succeed in markets saturated with promotional messages, marketers must
find smart ways to coordinate campaigns around the immediate needs of consumers,
reaching them at times of peak interest.
launched in 1946 as a frugal transportation alternative for war-weary Italians,
the Vespa motor scooter is now the epitome of Euro-chic. Once the vehicles
of choice for actors in Italian art films of the '60s and '70s, Vespas are
again lending their urbane cool to hip riders around the globe-and even
to the not-so-hip riders of the world.
campaigns by Campbell's Soup, Sbarro, Expedia.com and Cartoon Networks capitalize
on the diverse array of advertising and promotion options available to marketers
today. From humorous TV spots and instant prize games, to plush getaway
sweepstakes and in-store displays, today's biggest brands combine a broad
spectrum of media tools to make the connection with consumers.
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