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Technology
by Aaron Baar The partners with Google on its TV plan have the advantage of a halo effect of all things Google. Look for them to run with it for as long as they can. "They're going to brand the hell out of it," says one analyst. "If I'm Sony, I'm going to play that Intel and Google association for everything it's worth." ...Read the whole story >>
Automotive
by Karl Greenberg
Jeff Schuster, executive director of global forecasting at J.D. Power and Associates said the month's slow start will change next week with the holiday. "With the unofficial start to summer approaching, consumers are more inclined to consider purchasing a new vehicle, and it's likely that Memorial Day sales incentives will generate an even stronger close for May," he said. ...Read the whole story >>
Beverages
by Karlene Lukovitz The integrated campaign will focus on grassroots online and offline components, with an emphasis on the former. The goal, says Gonzalez, is to provide the consumer with a seamless experience between the brand's online and offline activities, using each component to develop a relationship with the consumer and a community of brand fans. ...Read the whole story >>
Packaged Goods
by Tanya Irwin
To support the collaboration with the North Shore Animal League America, Arm & Hammer has launched an integrated marketing campaign with the tagline: "Tag a Cat, Save a Life." Ads will appear on packages of Arm & Hammer cat litter products, online and in handouts delivered to new cat owners at the point of pet adoption. ...Read the whole story >>
Packaged Goods
by Karl Greenberg Tim Ferguson, North American marketing director for Loctite, tells Marketing Daily that until now, the company's advertising has been product- rather than brand-focused. "We were doing ads for products like Loctite Power Grab, with TV, print and radio, but it was not brand-centric; this is really the first time we have done a master-brand effort." ...Read the whole story >>
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