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March 12, 2013News for marketing professionals

  Breaking News 
  • Datsun's revival will run first where the brand name is new
    Nissan will not be using nostalgia as a marketing tool for the return of the Datsun brand, writes Andrew McMains, who notes the vehicles will first be sold in countries where there is no Datsun legacy -- India, Russia and Indonesia. One goal of the Datsun's revival is to distinguish the value proposition from the mother brand. "The convention in this category to these people in these markets has been, 'You can buy it. It's cheap.' And what we're trying to do is to create a sense of desire as opposed to a sense of need," says Adam Stagliano, chief international strategy officer at TBWA. Adweek (3/11) LinkedInFacebookTwitterEmail this Story
2015 State of Marketing Report
We asked marketers about their budgets, priorities, channels, metrics, and strategies for 2015. With more than 5,000 responses, we've analyzed their insights to give you a current snapshot of the state of marketing. Download Now!

  Company News 
  • Advertisers line up for Rovio "Angry Birds" series
    The series of short "Angry Birds Toons" will appear first on television Saturday, then on various devices, including a channel in the game application itself. Among the initial sponsors of the series, Activision, BlackBerry, Paramount and Sony Pictures are on board. The series is also available via Samsung smart TVs and the Roku connected device, though its YouTube channel is not on the schedule yet. Adweek (3/11), Advertising Age (tiered subscription model) (3/11), TechCrunch (3/11) LinkedInFacebookTwitterEmail this Story
  • SoundCloud bets on new ways to generate revenue
    SoundCloud, a platform for sharing digital music online, is exploring monetization options, including a "Pro Partners" tier for brand marketing that features moving images and is likely to pave the way for advertising. The company is also halving the number of paid premium tiers for most users, which is designed to engage a wider audience. GigaOm (3/11) LinkedInFacebookTwitterEmail this Story
  • Other News
Four steps to marketing analytics maturity.
Download our Field guide to marketing analytics to identify the defining characteristics of mature marketing analytics practices and to learn how your program can join their ranks. You'll discover four steps to analytics maturity, from benchmarking current performance to creating a long-term competitive advantage. And you'll learn how the right marketing analytics can transform your business results. Download now.

  Market Trends 
  • Kantar: Retail, Olympics, election lifted total ad spend 3% in 2012
    Total advertising spending rose 3% to $140 billion year-over-year in 2012, according to Kantar Media, which attributes the gain in part to the quadrennial Olympics and elections season. The retail, automotive, local services and telecom categories also showed single-digit gains. Procter & Gamble, Comcast and General Motors were the three largest advertisers in terms of spending, although only Comcast among these three increased its spend last year, up 10% to $1.7 billion. Advertising Age (tiered subscription model) (3/11) LinkedInFacebookTwitterEmail this Story
How Much Do You Really Need to Make? The Answer May Shock You
Rather than focus on what you can afford to pull out of the business to cover your living expenses, you need to focus on how much you need to earn at your business in order to afford the lifestyle you want to have. This is where the Personal Earnings Goal, or PEG, comes into play. Learn how to calculate your PEG and find out how much you really need to make.

  • WWE thrives in social media engagement
    World Wrestling Entertainment provides ways to interact across multiple platforms for a highly interactive experience, WWE executives said at the South by Southwest Interactive Festival. The WWE's 97 million Facebook "likes" over 100 accounts outshines the totals of the National Football League and National Basketball Association, and the WWE's second-screen application reportedly is the most popular of its type in the U.S., with 4.4 million downloads. SmartBrief/SmartBlog on Social Media (3/10) LinkedInFacebookTwitterEmail this Story
The ROI of Privacy with TRUSTe Solutions
Investment in a Data Privacy Management Platform can deliver significant, positive financial returns for corporate bottom lines. The "Total Economic Impact (TEI) of TRUSTe" Study explains how Forrester Analysts calculated a 151% ROI for TRUSTe customers. Download the study now.

  Multicultural Marketing 
  • Tecate races for the younger, bicultural Hispanic demo
    Tecate is targeting young, bicultural Hispanic Americans with event sponsorships such as the upcoming Toyota Grand Prix of Long Beach, Calif. in April, writes Karl Greenberg. The brand is sponsoring concerts and contests in the run up to the race. Parent company Heineken USA recently moved the English-language marketing from Olabuenaga Chemistri in Mexico to iNSPIRE in Dallas. MediaPost Communications/Marketing Daily (3/11) LinkedInFacebookTwitterEmail this Story
Whitepaper: SDN: How do you get there from here?
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Explore the whitepaper to start down the path toward SDN.

  People & Personalities 
  • P&G exec lauds company's battery giveaway, Olympic ideas
    Procter & Gamble Global Brand Building Officer Marc Pritchard exhorted his audience at the 4A's Transformation conference to "fall back in love with 'The Idea,' " writes Rupal Parekh. Pritchard said, "We may have fallen a little in love with the technology and have taken our trusted friend -- the idea -- a little bit for granted." The executive cited the company's Olympic efforts targeting moms and an initiative for Duracell during Hurricane Sandy. The battery giveaway became "an authentic story" that afforded great return-on-investment for little cost, Pritchard said. Advertising Age (tiered subscription model) (3/11) LinkedInFacebookTwitterEmail this Story
  AAF Spotlight 
  • AdCamp 2013 | Advertising camp for high school students
    AdCamp is an education initiative to teach high school students about professional opportunities in the advertising industry. This year we will be hosting AdCamp in Chicago, Houston, New York and Washington, D.C. Go to our website and see what parents and students had to say about the AdCamp experience. It's a unique opportunity for young adults to get a true grasp of what advertising really is. Minority scholarships are also available. Get involved today! LinkedInFacebookTwitterEmail this Story
  • 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 
  • Lawyers aren't waiting for the FDA to sue CPGs over "natural" claims
    Lawyers have stepped into the gap left by the failure of government agencies, such as the Food and Drug Administration and Federal Trade Commission, to decide on the definition of "natural," writes Jack Neff. Unilever's Ben & Jerry, PepsiCo's SoBe, Sun Chips and Tostitos, and Johnson & Johnson's Aveeno are among those facing lawsuits. New products claiming to be natural were down to 16.1% last year from 28.5% in 2009, per Datamonitor. "The lack of clarity from regulators has contributed to a free-for-all, where marketers treat 'natural' differently," Frankfurt Kurnit attorney Terri Seligman said. Advertising Age (tiered subscription model) (3/11) LinkedInFacebookTwitterEmail this Story
Advertising is salesmanship in print."
--John E. Kennedy, member, Advertising Hall of Fame

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