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JUL 11

Madison Avenue’s World of Tomorrow

New York Times, July 11, 2010 — Ad Agency teams up with Popular Science to develop an experiential test & learn lab with new technologies that will/may change the marketing landscape

Category: Marketing
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OCT 2009

Kraft Explains Its Decision to Charge for Its IPhone App

Five Questions With Director-Innovation Ed Kaczmarek

Advertising Age, October 1, 2009 — To charge or not to charge. That's the question many marketers and media companies building mobile apps are asking themselves. Kraft, which has arguably been one of the more successful marketers in the iPhone App Store, charges 99 cents for its iFood Assistant.

Categories: Business, Marketing
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SEP 2009

Seeking ROI? Kick-start Efforts With Pilot Projects

When Budgets Are Tight, Test on Small Scale and Roll Out Wide to Maximize Returns

Advertising Age, September 28, 2009 — With the World Bank forecasting that this year will bring the first decline in global GDP since the Second World War, the pressure on marketers to do more with less is enormous. As a result, long-desired ideals such as accountability, marketing-mix optimization and returns maximization have become priorities and are top-of-mind in boardrooms and C-suites everywhere.

Category: Marketing
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SEP 2008

Tough Times Increase Pressure To Meet the Marketing Effectiveness Imperative

Prophet, September 1, 2008 — Businesses today are hunkering down. With consumers clutching their wallets more tightly, companies are scrutinizing every budget item to maintain profitability even as revenues are flat and costs rise. And with marketing commonly viewed as a discretionary spend, it is one of the likeliest victims of the ax.

Category: Marketing
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APR 2008

Life on the Edge: Learning from Facebook

The social network provides important lessons for executives—and a key forum for innovation and experimentation

BusinessWeek, April 2, 2008 — For most business executives, Facebook remains a remote, somewhat mysterious, online frontier. Many executives harbor strong doubts that Facebook is at all relevant to "real business." After all, isn't it just a bunch of college kids sharing photos of drinking exploits and trying to hook up with each other?

Let's start with the stats. Facebook now brings together 66 million online users. While many of these users are students and recent graduates, users 35 years old and older account for more than half of Facebook's daily visitors and are the network's most rapidly growing demographic. Currently the average Facebook visitor spends about 2.5 hours per month on the site, which was founded in February, 2004, and was valued at $15 billion three years later... continue reading

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MAR 2008

TV Makes Strides While Marketers Experiment Widely

Media Fragmentation, Measurement, Scale and Interactivity Are Just a Few Topics Debated at Our Latest CMO Roundtable

Advertising Age, March 24, 2008 — Is the scale that TV delivers anywhere close to being replaced for marketers? Ad Age Editor Jonah Bloom and CMO Strategy Editor Jennifer Rooney recently sat down with Association of National Advertisers President Bob Liodice; Jeff Bell, corporate VP-global marketing for Microsoft's Interactive ntertainment Business; Bob Stohrer, CMO of Virgin Mobile; and Steve Sullivan, senior VP-communications at Liberty Mutual, to answer that and several other critical questions

Category: Marketing
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APR 2007

The Seven Surmountable Hurdles to Marketing Effectiveness

Prophet, April 17, 2007 — One of the most pressing challenges marketers face today is finding the balance between the art and science of marketing to create strategies and programs that meet measurable business objectives. It’s called marketing effectiveness, and achieving it is doable – once some surmountable barriers are overcome.

Category: Marketing
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