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Automotive
by Karl Greenberg "It allows us to tell a deeper story you couldn't tell with a brochure," Audi's Jeri Ward tells Marketing Daily. "We have seen study after study that our customers are Internet savvy and technology-rich so communicating about this vehicle on platforms like iPad hits the sweet spot." ...Read the whole story >>
Research
by Tanya Irwin
There is a "clear disconnect" in how pharma companies communicate with their patients, Accenture's Tom Schwenger says. "Companies need to reevaluate their marketing campaigns to ensure they are integrated across all patient touch-points and channels to meet customer demand for health solutions, increase trust and brand loyalty and enhance customer perceptions." ...Read the whole story >>
Food
by Karlene Lukovitz One current emphasis is on reviving Progresso soup growth -- in part through "taste-focused" consumer marketing, such as the new "You Gotta Taste This Soup" TV campaign showing soup lovers calling Progresso's soup kitchen via soup-can phones. Beefed-up Facebook and other social media efforts, and a recent in-store sampling program, also helped drive a 3% increase in the soup brand's retail sales during the 13 weeks ending Oct. 30. ...Read the whole story >>
Research
by Aaron Baar
Social media are more relationship based. Therefore, they need much more nurturing and personalization than other approaches. "You have to abandon the corporate mentality and approach and think of it as a person and interact with them as a person," Firefly Millward Brown's Rob Hernandez says. "You've got to be interesting and be relevant, with a personal connection with [consumers]." ...Read the whole story >>
Airlines
by Karl Greenberg Korean Air marketer Emily Cho was in New York on Thursday to bend an ear about the carrier's first global ad push since 2007. Cho, officially general manager, integrated marketing communications, is also the daughter of Korean Air chairman and CEO Yang Ho Cho. She was also former account executive at the airline's Korea-based ad agency HS Ad. ...Read the whole story >>
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