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Packaged Goods
by Karl Greenberg Jason Dial -- former director of global sports marketing for P&G, who left the company a month ago -- told Marketing Daily that, paradoxically, the deal was easier to do than the NFL program, although the Olympic program is much more complex. P&G is the first company to launch both a major multi-brand NFL and Olympics program in the same year. ... Read the whole story > >
Research
by Karlene Lukovitz
Potato chip sales have leaped by 22% since the economy started to go south, according to market research firm Mintel, which compared 2007 market data against its own market estimate for the category for full-year 2009. Mintel's explanation is that they are a good value, and part of the broader, continuing trend of consumers turning to salty snacks between meals and after dinner. ... Read the whole story > >
Food
by Aaron Baar The company's True North snack brand has signed on as the exclusive sponsor of the magazine's "Make It Matter" Day, a national volunteer day of reading, writing and support of literacy and education. As such, True North has had a presence on all of the Make It Matter communications, from e-mails to running banner ads on the program's dedicated microsite. ... Read the whole story > >
Sports
by Karl Greenberg
ROI was the theme of the Sports Sponsorship Symposium on Wednesday in New York. The opening panel on recalibration of sports sponsorships and event marketing put properties like MSG and NFL and brands like AT&T and Anheuser-Busch at the scrimmage line over how to measure effectiveness, and how properties and brands can make data work in a dialog. ... Read the whole story > >
Trends
by Tanya Irwin Marketers who incorporate data and careful planning into all holiday initiatives will help ensure strong sales and lasting customer engagement, says Matt Seeley, president of Experian's Marketing Services Platforms. Having the right customer insight will provide an understanding of shopping behaviors and preferences of the target market. ... Read the whole story > >
Retail
by Sarah Mahoney
"The low awareness of these initiatives raises huge questions," says Grail Research's Silvia Springolo, "because companies are spending so much money on them. And while green qualities are very important to consumers, they are not being communicated effectively." For example, 83% of consumers had no idea Cisco was a green company, while 79% say the same thing about both Lauder and Nestle. ... Read the whole story > >
Beverages
by Fern Siegel
As the series' presenter, Stella Artois will be integrated throughout Sundance's marketing efforts. The Belgian lager will be featured in custom show opens and closes, tune-in spots and animated "You're Watching" billboards. There are also eight co-branded vignettes tagged "One of a Kind." Plus, Stella Artois will have a presence on the net's on-demand platform. ... Read the whole story > >
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