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February 26, 2013News for marketing professionals

  Breaking News 
  • How some CPG brands are going beyond the supermom cliche
    Advertising's legacy of depicting women in commercials has seemingly veered between two supermom cliches, the 1950s-era "too-perfect" housewife versus "the modern mom" that can easily handle work and family, writes David Gianatasio. But some consumer-packaged goods brands are "making strides in targeting women in novel ways while eschewing stereotypes," he writes. Tide's Super Bowl spot, which placed a husband and wife on a level playing field when it came to rooting interests, and Huggies' "Mommy Answers" campaign aimed at expectant mothers, are among examples listed in this article. Adweek (2/25) LinkedInFacebookTwitterEmail this Story
  Company News 
  • Dr Pepper's Ten impresses Olympic gymnast
    McKayla Maroney, the Olympic gymnast who was famously "not impressed" in a photograph that went viral, will appear at a promotional event for the Ten line of soft drinks from Dr Pepper Snapple Group. The event at New York's Penn Station will launch 7Up, A&W, Canada Dry, RC and Sunkist drinks in the 10-calorie line, with the goal of showing "we're finally getting [Maroney] impressed," said Regan Ebert, senior vice president for marketing. The New York Times (tiered subscription model)/Media Decoder blog (2/25) LinkedInFacebookTwitterEmail this Story
  • Streaming service Aereo bows campaign as it expands
    The streaming TV service Aereo "has been relying on word of mouth" when it was testing in New York, but now that it is expanding to several new markets, it has enlisted former Rockstar Games marketer Alex Moulle-Berteaux in anticipation of a multimillion dollar campaign to reach those who have cut -- or never signed up for -- cable, writes Jeanine Poggi. The campaign will include outdoor ads with the tagline "Live TV. Online. No cable required." Advertising Age (tiered subscription model) (2/25) LinkedInFacebookTwitterEmail this Story
  • Other News
  Market Trends 
  • Has the moment passed for genuine real-time tweeting?
    Twitter advertisers stretched the definition of real-time marketing during a weak Oscar-night performance, writes Christopher Heine. There's a debate over whether RTM allows for planning, and with so many brands trying their hand in light of Oreo's success during the Super Bowl, in "the weeks to come, you are going to see a backlash against real-time marketing," writes David Armano of Edelman Digital. "[W]hen that dust settles, you'll see brands getting back to the business of trying to figure out how to produce original content." Adweek (2/25), Digiday.com (2/25) LinkedInFacebookTwitterEmail this Story
  • Vizu: Social media will enjoy a larger ad spend in 2013
    Nearly 1 in 3 U.S. advertisers plans to increase paid social media ad budgets by more than 11% this year, according to a Digiday survey for Vizu. Overall, 64% of marketers plan an increase, and fewer than 2% will lower their budgets. But fully 70% of those marketers allocate 10% or less to those platforms, with agencies and marketers considering the campaigns more for branding than for direct response. eMarketer (2/25) LinkedInFacebookTwitterEmail this Story
  Interactive 
  • McDonald's interactive mobile app features Frankie the Fish
    McDonald's has a new mobile application and rich-media advertisements surrounding its Fish McBites, writes Rimma Kats. The app has an interactive Frankie the Fish that can be made to voice the user's words, encouraging social sharing, and promotes the idea of mixing Fish McBites creatively with other food. "[T]he approach of literally inviting customers to play with their food shows real confidence. ... [T]here aren't many brands that could pull this off without coming across as silly or trying too hard," says analyst Steven Duesbury. Mobile Marketer (2/25) LinkedInFacebookTwitterEmail this Story
  • Other News
  AAF Spotlight 
  • AAF's Advocacy and Action: Advertising Day on the Hill
    Join advertising professionals from across the country in Washington, D.C., on April 17 for the American Advertising Federation's Advocacy and Action: Advertising Day on the Hill. In the morning of this premiere conference you will hear from legislators and regulators who make and enforce the laws that directly affect how the advertising industry does business. In the afternoon you and your fellow attendees will demonstrate the power of AAF's grassroots network by heading to the Hill and visiting with your elected representatives. The event will conclude with a special reception in the U.S. Capitol. Don't miss this exciting chance to make a difference in Washington, D.C.

    View sponsorship opportunities or register for Advocacy and Action: Advertising Day on the Hill. LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  SmartQuote 
I was always more interested in being a woman first and an advertising person second."
--Shirley Polykoff, member, Advertising Hall of Fame

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