Tough Times Complicate the Case for Buying Super Bowl Ads†

Wall Street Journal, November 11, 2008 — With advertising rates for the Super Bowl running as high as $3 million for a 30-second spot, some marketers are wondering whether during these tough economic times they can afford the big gameFedEx, a loyal Super Bowl advertiser, still hasn't decided if it will buy in. FedEx is concerned that shelling out big bucks — at a time when it's "asking employees to do more with less" — will look "wrong," says a person close to the company.

"Companies have to be mindful that jumping into the game can open them up to criticism," this person says.

To Reach Mobile Users, Make Your Marketing Useful†

Roundtable of Experts Says Smart Advertisers Will Use the Medium to Provide Consumers Something Valuable

Advertising Age, September 8, 2008 — When it comes to mobile marketing, advertisers have not only a challenge but a mandate to create something useful for consumers, according to a panel of experts Advertising Age gathered to talk about the opportunities — and potential pitfalls — of reaching consumers on their phones. Good mobile marketing, the consensus said, takes advantage of the channel's inherent traits and ties into other media.