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Radio's New Road Map
Stations are using multiplatform initiatives to drive new forms of engagement with listeners |
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Lead Generation
Lead Generation campaigns can be effective, but they require careful planning and teamwork. |
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Consumer Trends/Behavior
Consumer behavior is always changing. If marketers are to engage the consumer effectively, they need to understand and forecast the trends that shape behavior and purchasing. |
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Research and Audience Marketing
Research and measurement companies help marketers shape their media strategies and achieve a positive return on marketing investments. |
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Marketing to Women
New patterns are emerging in how women use media and manage their budgets. |
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Cable Up!
As the cable TV industry heads into this year's upfront season, top-tier networks will be sitting across the negotiating table with perhaps their strongest sales story yet. |
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BUZZ Awards
Honoring the best in brand integration, the BUZZ Awards recognize campaigns that catch fire and use media and product placement in innovative ways that resonate with pop culture. |
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Marketing to Hispanics
Many brands are using new insights into U.S. Hispanic audiences to grow their businesses. |
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New Arbitron single-source solution tracks cross-platform audience behavior. |
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From Shark Week to the new hit series LIFE, Discovery is known for blazing new trails in groundbreaking programming. Click here to learn more about Discovery's 25th anniversary and see video interviews with top Discovery executives. |
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Custom Publishing
Innovations in custom media can help companies build meaningful bonds with customers. |
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Mobile On Fast Forward
Advertisers are embracing mobile advertising, but need to keep pace with continually changing technologies and innovations. |
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Out of Home Marketing
A new system for measuring campaigns could give advertisers a home run in their OOH efforts. |
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Search Marketing
Search engine marketing becomes a strategic weapon in the quest for leads and sales. |
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Marketing to College Students
The Campus Connection: Marketers are seeing the benefits of building long-lasting bonds at colleges and universities. |
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Marketing to Kids
Kid Power: Why including the child in your marketing message in the new imperative. |
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Family Friendly 2010
Context is king. Nurturing, supporting and developing family friendly
programming. |
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Radio
With the advent of FM-capable cell phones, HD Radio and Internet streaming, radio is more relevant than ever. |
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Media and Measurement
When every media dollar has to yield maximum value, brands and marketers rely on research companies that measure the effectiveness of their advertising and communications programs. |
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Digital Out Of Home
The rapidly expanding digital OOH category is altering the retail environment. |
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Promotion Marketing
As strategies have evolved, marketers are finding that deeper consumer insights offer unprecedented potential for engagement. |
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Loyalty Marketing
Advanced technologies help build a consumer base with unprecedented engagement. |
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CLIO Healthcare
Healthcare is a hyper-regulated space with a selling model that differs from other products-meaning that it's crucial to engage customers in a way that has impact. |
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Horizon Media
How did Bill Koenigsberg build Horizon into the largest independent media agency in the nation? Click here to read AdweekMedia's special advertising section commemorating Horizon's 20-year success story. |
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Ad Networks and Exchanges
Ad networks, ad exchanges and other online solution providers help marketers target audiences in a fragmented media world.
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Direct Marketing
Direct marketing strategies have evolved over the years, with more measurability and accountability. Smart marketers will keep their customers happy by asking them which programs, frequency and channels they want to use.
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2009 CEBA Awards
ABM's CEBA Awards are the b-to-b industry's most coveted creative honors, showcasing the power and quality of b-to-b communications and enhancing the relationships between business
advertisers, agencies and publishers. |
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Experiential Marketing
As marketers look for new ways to engage, Experiential Marketing steps into the mix with unique and fresh ways to reach elusive consumers.
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FOR EXCELLENCE IN INTEGRATED BRANDS AND MEDIA
The 2009 AdweekMedia Buzz Awards, now in its fifth year, generated hundreds of creative and thought-provoking entries across 16 categories, from events to film, radio to reality television and social media to viral marketing. These ideas are winners for their out-of-the-box thinking, their creative genius and their ability to engage the customer.
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Search Engine Marketing
Search and you will find. SEM companies have made dramatic strides in a short period of time. Here's how they'll take it to the next level.
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Email Marketing
In a tough economic climate, nothing delivers results like email. It's not as personable as Facebook or as sexy as a new iPhone, but email is still the most powerful and cost-effective tool for emarketers.
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Event Marketing
Face time is quality time, in terms of connecting with consumers. That's why more and more brands are adding or increasing the use of events in their marketing mix. Those up-close-and personal experiences—via everything from sporting events to concerts to college projects to street teams and sampling programs—have the power to memorably engage consumers, create a unique connection with them and drive sales.
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Preparing for the Rebound
Executive education programs are helping marketing professionals enhance their careers and prepare their companies for new challenges. |
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Marketing to Women 2009
Women are the CFOs of their families, controlling the purse strings of much of the consumer marketplace. During this economic downturn, it's more critical than ever to reach them effectively.
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Shopper Marketing
A new study commissioned by the Promotion Marketing Association's newly formed Shopper Marketing Center of
Excellence identified broad and growing acceptance of the practice of shopper marketing among both retailers
and marketers, as well as a need for closer collaboration between them. The comprehensive online survey, fielded
in March of this year in conjunction with Brandweek, Progressive Grocer and Convenience Store News, polled
manufacturers and retailers as well as the agencies and marketing service organizations working with them. The
results provide a provocative glimpse into the current state of shopper marketing and vividly point out the gaps
in achieving its promise.
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Cable Network Guide 2009
Cable Up! is the cable network programming resource for media planners and buyers during the crucial upfront selling season. Every year, cable execs eagerly predict upfront money will really move away from broadcast and into their coffers. Top media buyers and cable leaders weigh in. PLUS, in-depth profiles show why cable's the best buy. |
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Reggie Awards
Brandweek and the Promotion Marketing Association are excited to present the 2009 Reggie Award winners. This year is the 26th
anniversary of the Reggie Awards and to commensurate this milestone the PMA brought back the cash register prize for the winner of the coveted
Super Reggie.
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Advertising Women of New York Changing the Game Awards
In these challenging times, when the rules of business are changing all around us, it takes a hardy soul to question the status
quo, turn a new page and re-imagine a business to meet the new demands of an uncertain marketplace. How do we keep our thinking fresh and our
vision long-term when the very survival of our business may be at stake?
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Family Friendly
The group was formed in 1998 with one main goal in mind: to ensure greater opportunities for family-friendly programming on network TV. That mission worked well for the first decade. But in a world in which digital content is so versatile, the Alliance is broadening its focus to include all media, including nontraditional venues such as the Internet, video games and mobile phones.
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The AEF: New mission. New brand.
For 25 years, the Advertising Educational Foundation has encouraged a dialogue between academia and the advertising industry by tackling the big issues. As the AEF grew and with the dramatic changes taking place across our industry in recent years, it became clear it was time to bring the mission up to date. The new brand reflects the AEF's passion and firm resolve to remain at the center of the advertising discourse for many exciting years to come.
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Sports Marketing
Despite the uncertain economy, the show must go on. A growing chorus of voices in the sports marketing industry is implementing strategies that many hope will turn 2009 into a year in which they can not only survive but thrive. Several trends indicate these optimists might just be right.
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Mobile Marketing Association Annual Guide
Anytime, anywhere, always on, always available... Mobile allows a brand to connect with its consumer like never before. The MMA Annual Mobile Marketing Guide highlights the leaders and innovators in the global mobile marketing industry. It features the companies and individuals who have shown leadership, creativity and excellence in their mobile campaigns, technologies, initiatives and, in some cases, their partnerships.
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Macy's 150th Anniversary Celebration
Exceptional service to both the customer and the community is the core reason Macy's has not just endured for 150 years but risen to the status of American icon, building countless brands along the way and boosting the local media and economies where its stores do business.
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The Action-Packed World of Video Game Advertising
Though in-game advertising isn't new-it goes back nearly a decade with static product placements akin to those in Hollywood's feature films-it's changing in ways that are drawing more dollars, more attention and more results.
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Media Planners Guide to Independent and New Magazines
When the Goliaths of the magazine world are struggling with declining circulation and advertising pages, how do the Davids compete? Read the AdweekMedia and SRDS special report to find out which are the magazines to watch.
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Experiential Marketing: Changing the way you relate to brands
Never before has the marketing world been moving so quickly, and it's
the customers who are sitting in the driver's seat of the pace car. Each
new tech gadget that customers purchase speeds the pace and makes the
world go a little faster. The proliferation of these technologies and
emerging media has changed the way customers talk, the way they listen,
the way they act, and what they expect from brands and marketers.
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Advertising in the Age of Interactive
For advertisers, every new medium brings with it new opportunities. Print introduced text and visuals, radio brought sound, and television represented a giant step forward with the moving image. But the Internet is unique. It brings together every component that came before it-audio, still images, text and video-while introducing its own, interactivity. The result? A quantum leap in both the art and science of advertising.
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Goodby and Silverstein 25th Anniversary
A salute to Goodby, Silverstein and Partners' 25 years as leaders and innovators in the advertising industry. "In the early '80s, two young and talented guys influenced by this culture set out to, yet again, change our expectations of what is creative, what is advertising?..."
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Trademarks and Copyrights
Brand Defense: Protecting Trademarks and Copyrights. Assuming that infringements on your branded intellectual property, trademarks and copyrights will be easy to detect, and that your response will be swift and merciless, could be a mistake. The world of IP protection-particularly online-is becoming more complicated.
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LIMA Licensing Gala Awards Coverage
More and more companies are embracing licensing not merely as a revenue generator but as an integral component of their brand marketing strategies. Property owners, their licensing agents and retailers have all become much more savvy in their approach to the discipline. One of the strongest growth areas continues to be corporate brand licensing, which makes sense: Given the tremendous competitive pressures that exist today, businesses need to find new ways to promote and extend their brands, and a well-managed licensing program is a viable way to do so.
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Executive Education
A recent study on career advancement by Forrester Research's CMO Group and Heidrick & Struggles showed the majority of respondents wanted to become a CMO of a large company or brand or a chief executive officer, but that they currently spend only about 10 percent of their time on enhancing the skills necessary to take their careers to the next level.
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Marketing to Asian Americans
THEY'RE AFFLUENT, HIGHLY EDUCATED AND GREAT AT SAVING MONEY AND SPENDING IT ON LUXURY BRANDS.
They have the fastest population growth rate of all racial groups, the highest median household income, and very
high rates of business ownership. And they are trendsetters in many spheres of our national life-including food,
healthcare, recreation, education, and cutting-edge, high-tech entertainment, With all these superlatives, they're a
marketer's dream. "They" are Asian Americans-a population numbering almost 15 million people of diverse ethnic
descent and origin-and they're the biggest opportunity of the marketing world.
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Social Responsibility
Leading companies are making conscious efforts to engage in socially and environmentally aware causes--
and the success rate is undeniable. The positive impact these campaigns have had on society is evident
in the increased interest of the public to engage in these social responsibility efforts.
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Marketing to Women 2008
Why is marketing to women so challenging? Today's ultra-consuming woman should no longer be a mystery to marketers.
With blogs, message-boards, social networks and other Internet-based feedback, what women think and want is easily
at hand for brands that are listening.
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Pure Porsche
Core values and calculated risks keep the premier luxury brand on course. Porsche's long-standing credibility
and consistency allows the auto company to believably advertise its "philosophy" of using what its engineers
learn from winning race car competitions to make their cars for the street "more responsive, more reliable
and more exhilarating."
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Marketing to Women 2007
Marketers and media aiming to modernize their approaches to women need to recognize that the
old stereotypes don't hold, and even relatively new ones are being challenged daily-female
marketers decry the overuse of the "capable mom" stereotype, the soccer mom has been declared
a myth, grown women are avid videogame players.
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Burtch Drake: Salute to O. Burtch Drake and the AAAA
In a career spanning nearly five decades, O. Burtch Drake has seen the advertising industry go
from multi-martini lunches to multiplatform plays. He's left and returned to two agencies, jumped
from the media department to account management to new business, jumped across the pond for a
stint on the client side.
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Bottom of Buzz Marketing
Buzz Marketing relies upon word of mouth marketing to be successful. Explore techniques in Buzz Marketing from an advertiser?s perspective. It can be online advertising, blogs, or print buzz marketing strategies. Regardless of the source, when it comes to any form of custom media, you can count on Adweek to provide you the most up-to-date, valuable news and resources. Sign up for our e-Newsletter for the latest updates on Buzz Marketing and to learn about custom reports used within the industry.
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