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March 1, 2013News for marketing professionals

  Breaking News 
 
Brand Advocacy at Retail Has Real ROI.
The data shows it pays to turn retail associates into brand advocates. This independent academic study crunched two years of data from 63,500 sales associates at over 330 locations—and discovered that brands with customer-centric brand training sell up to 69% more. Download the infographic.

  Company News 
 
  • Gap media spend turns holiday season from red to black
    Gap reported its best holiday sales season in six years, with same-store sales averaging 5% up for the year. Gap media outlays rose 13%, with measured media spending up from $302 million to $340 million, and the Gap brand in North America getting double the spend, from $21.5 million to $54.5 million last year, per Kantar Media. The media spending "was all about getting the brand back to relevance, getting people to see the incredible equity that is iconic American casual business," CEO Glenn Murphy said. Advertising Age (tiered subscription model) (2/28) LinkedInFacebookTwitterEmail this Story
  • Cracker Barrel sponsors Brad Paisley's summer tour
    Country singer Brad Paisley has added Cracker Barrel Old Country Store to his portfolio of sponsored brands. The brand is sponsoring his "Beat This Summer Tour" concert series. Paisley's agency called the alliance an "organic" partnership "similar to what he has done with Chevy and Hershey's," said Shari Lewin, brand partnerships agent at William Morris Endeavor. Advertising Age (tiered subscription model) (2/28) LinkedInFacebookTwitterEmail this Story
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  Market Trends 
 
  • Nielsen: Mobile ads as a gateway to free content are well accepted
    More than half of smartphone users worldwide -- 57% in the U.S. -- are exposed to at least one mobile ad a day, and most don't mind them, provided they are perceived as sponsoring free content, according to a Nielsen survey. In India, half of smartphone users like getting free content for ad views, but only 30% view ads once a week. In contrast, 78% of South Koreans see at least one mobile ad a day. ClickZ (2/28) LinkedInFacebookTwitterEmail this Story
  • Financial stress sends more consumers to dollar stores
    Family Dollar stores see more emphasis on consumables such as food and cleaning products among their typically low-income or financially stressed patrons, says Chief Financial Officer Mary Winston. Dollar Tree and Family Dollar both grew last year, with Family Dollar opening 475 stores in 2012 and planning 500 more this year. CNBC/Consumer Nation blog (2/28) LinkedInFacebookTwitterEmail this Story
The CMO's Guide to Data-Driven Marketing
Smart marketing means going with the data, not just your gut. Learn how you can adopt a simple data-driven workflow that lets you optimize every part of the customer journey — and ensure you aren't missing key opportunities along the way. Download the ebook now!

  Interactive 
Get Creative: 10 Ways to Think Outside the Box
No matter your business, smart solutions come from out-of-the-box thinking. We all know creativity is king, but are you doing all you can to inspire and encourage creativity in your staff? Read the article and learn 10 ways to inspire creativity at your office.

  Multicultural Marketing 
 
  • Taco Bell blends cultures with Lionel Richie's "Hola"
    Taco Bell is using a Lionel Richie song, sung in Spanish, in English-language commercials touting the Cool Ranch Doritos Locos. One comedy spot shows a sad man at a bus stop, trying to stuff Cool Ranch Doritos into his taco, only to be soaked by a passing truck, then learning from a bus ad of the upcoming product. "This is one of those [songs] you get without having to understand Spanish. It adds another level of context to the brand around the experience we're providing. It's blending cultures," Chief Marketing Officer Brian Niccol said. Advertising Age (tiered subscription model) (2/28) LinkedInFacebookTwitterEmail this Story
  • Other News
Building Workplace Trust 2015
Interaction Associates' 6th annual research study tracking trust on the job, Building Workplace Trust, is out, and more than half of employees surveyed give their organizations low marks for trust and leadership. Yet this year's findings again point to how high trust leads to better outcomes and financial results — and even boosts innovation.

  AAF Spotlight 
  • 64th Advertising Hall of Fame
    The 64th Advertising Hall of Fame Induction Ceremonies & Gala Dinner will be held the evening of Monday, April 29, in the Grand Ballroom of New York's historic Waldorf-Astoria hotel.

    This year's "magnificent seven" who will be inducted into the Hall of Fame are:

    Rance Crain, president of Crain Communications and editor-in-chief at Advertising Age
    Bob Giraldi, film director; president of Giraldi Media
    Philip H. Knight, co-founder and chairman of Nike
    Shelly Lazarus, chairman emeritus at Ogilvy & Mather
    Byron E. Lewis Sr., founder and chairman emeritus at UniWorld Group
    Gerry Rubin, co-founder of RPA
    Bob Scarpelli, former chairman and chief creative officer at DDB Worldwide
    Corporate Honoree: McDonald's Corporation.

    View sponsorship opportunities and purchase tickets. LinkedInFacebookTwitterEmail this Story
Learn more about AAF ->Home Page  |  Membership  |  Calendar of Events  |  News  |  Job Bank

  Government Update 
  • Rockefeller takes second shot at "Do Not Track" legislation
    Sen. Jay Rockefeller, the West Virginia Democrat who chairs the Senate's commerce committee, has reintroduced legislation that would allow consumers to opt out of being tracked online. Rockefeller said the legislation was needed because advertisers couldn't be trusted to regulate themselves effectively. "My bill gives consumers the opportunity to simply say 'no thank you' to anyone and everyone collecting their online information. Period," he said. Adweek (2/28) LinkedInFacebookTwitterEmail this Story
  SmartQuote 
Fun without sell gets nowhere, but sell without fun tends to become obnoxious."
--Leo Burnett, member, Advertising Hall of Fame

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