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January 8, 2013News for marketing professionals

  Breaking News 
  • Coming BCS playoff will offer big -- and expensive -- opportunities
    The coming BCS college football playoff could lure even more advertisers to sponsor college football, becoming a potential product- and ad-launch platform akin to the Super Bowl, say analysts. ImageTrack says the title sponsorship of the championship game could fetch as much as $35 million. "The championship series is incredibly smart to create more places for advertisers to take advantage of the fandom that surrounds football," says Brent Vartan, partner and chief strategy officer at Deutsch New York. Adweek (1/7), Variety (subscription required) (1/7) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Starbucks begins sampling, sharing program for Blonde Roasts
    Starbucks is promoting its relatively new Blonde Roast and brand-new Vanilla Blonde though a massive sampling campaign at 8,000 food, drug and grocery outlets. The coffee giant will also send mobile cafes on the road to six cities, and nationally, it will launch a campaign that allows consumers to earn a free cup of Blonde Roast by electronically sharing a gift card with a friend. MediaPost Communications/Marketing Daily (1/7) LinkedInFacebookTwitterEmail this Story
  • DISH could use its DVR to create a real-time ad-bidding service
    DISH Network is looking to put its controversial ad-skipping "Hopper" technology in service of marketers by taking the "What's Hot Now" feature and allowing advertisers to bid in real time based on viewer-interest data. "DISH has unfairly gotten an anti-ad reputation, when in fact DISH is just trying to innovate. This is another really interesting potential innovation," says Warren Schlichting, DISH's senior vice president of media sales and analytics. Bloomberg Businessweek (1/7) LinkedInFacebookTwitterEmail this Story
  • Improving market, competition lifts property-insurance ad spend
    Advertising of homeowner and personal-property insurance more than doubled in 2012, according to Kantar Media, and is expected to grow even further as real-estate values continue to improve. Nationwide Insurance has kicked off a television ad campaign for a premium policy that offers better reimbursement for lost or stolen property, and plans to dedicate half of its first-quarter ad spending on property-related policies. The effort comes as Progressive and GEICO push auto-home insurance bundles. Advertising Age (tiered subscription model) (1/4) LinkedInFacebookTwitterEmail this Story
  • Farmers professor offers viewers an insurance education: Farmers Insurance's new "It's Smarter to Have a Plan" ads are infusing more serious and practical insurance-buying tips into its comedic "University of Farmers" campaign. Actor J.K. Simmons will continue to appear as the university's professor, this time pointing out everyday risks and the benefits of insurance. MediaPost Communications/Marketing Daily (1/7) LinkedInFacebookTwitterEmail this Story
  Market Trends 
  • Samsung is first to take up Associated Press' sponsored tweets
    The Associated Press has begun to use its Twitter account -- and its 1.5 million followers -- as an ad platform. The first sponsor is Samsung Electronics, which used the platform to share its activities at the Consumer Electronics Show. The strategy of selling tweets has been used mostly by celebrities with big follower counts, although the online magazine Slate has also partnered with Samsung in the same manner. Reuters (1/7) LinkedInFacebookTwitterEmail this Story

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  People & Personalities 
  • Smartphones shape Mondelez marketing
    Bonin Bough, Mondelez International's vice president for global media and consumer engagement, writes that the mobile phone is central to the marketing strategy of the world's largest snack company. "We need to rethink our approach to the impulse buy," he writes. "We must understand the media solutions that drive impulse purchases and seize the opportunity presented by mobile." Advertising Age (tiered subscription model) (1/7) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • AAF Thought Leadership Forum: Utilizing New Technology in Advertising
    Digital 101 + 102

    With the constant evolution of digital technology and a seemingly endless array of tactical resources for advertisers to employ, it is imperative that industry professionals not only familiarize themselves with these resources, but learn how to capitalize on them as well. In April 2013 the AAF will launch its latest Thought Leadership Forum: Utilizing New Technology in Advertising -- a two-part, interactive discussion focused on digital advertising. Through its diverse network of corporate advertisers, media companies, advertising agencies and advertising service providers, the AAF will bring together some of advertising's most influential thought leaders to discuss these topics and more! LinkedInFacebookTwitterEmail this Story
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When executing advertising, it's best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you disappear instantly."
--John O'Toole, member, Advertising Hall of Fame

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