Monday, April 20, 2009

Monday Night Marketing News

Our daily wrap up:

by Karl Greenberg
"Most traditional brand managers want to put the Sprite name over everything and have [the show's star] drinking Sprite. But what we have learned is that that kind of branding will alienate viewers, says Coca-Cola Europe's Stafford Green. "Where Sprite can have a role to play in the story we will do it, if there isn't a role we won't." ... Read the whole story > >
by Sarah Mahoney
Many people use the occasion to celebrate relationships with sisters, aunts, and other important women in their lives. It is the third-most popular card-buying holiday, with 162 million cards sold. (Only Christmas and Valentine's Day are bigger.) And among Hispanics, Mother's Day is the single biggest card day of the year. ... Read the whole story > >
by Karlene Lukovitz
Premium olive oil marketers can benefit from turning the recession-driven trend toward more home-prepared meals to their advantage -- by comparing the relative inexpensiveness of using quality olive oils to prepare meals at home to the cost of dining out, for example (as in Bertolli's use of the tagline "The Restaurant You Create at Home" for its line), the analysts advise. ... Read the whole story > >
by Les Luchter
The research found that luxury consumers see no expectation of a significant economic recovery over the next year. "This is a particularly gloomy outlook among the affluent respondents, who are often a leading indicator of economic conditions," states the survey summary, "as when they called the recession in our Spring 2008 survey, well ahead of others." ... Read the whole story > >
by Sarah Mahoney
Life is confusing for those at the hind-end of the Baby Boom. First, born between the mid-1950s to the mid-1960s, they hate being called Boomers -- their lives were shaped more by MTV than Woodstock and by the cynicism of Watergate than the optimism of the Civil Rights Movement. We asked Carol Davies, a partner at innovation consultancy Fletcher Knight, to weigh in. ... Read the whole story > >
by Karl Greenberg
In the past, "the FCC said explicitly that [ratings] should not be extended to advertising," says the ANA's Dan Jaffe. "And Congress said that when the FCC does this analysis, they should not do something that affects the economic foundations of broadcasting. If you independently rate advertising, it will dry up the income stream because advertisers won't advertise where people aren't watching the ads." ... Read the whole story > >
by Aaron Baar
Though people have strong brand awareness of the EPA's Energy Star designation, only half are aware of terms such as "smart home" or "home automation," and only a third could identify five major companies that sell such technologies. "Consumers are first turning to home improvement stores and utility companies for solutions," said the CEA's Chris Ely. "Manufacturers ... should look for ways to increase their presence and work with these outlets to improve consumer awareness." ... Read the whole story > >

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