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By Pam Didner,
global integrated marketing manager, Intel
SPECIAL REPORT
LEAD GEN
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Download a PDF of the May 2008 Issue
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SPECIAL REPORT
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NEWS
Protests don't douse b-to-b Olympic advertising plans
Despite widespread media attention to the escalating protests over China's political activities, marketers say they have not changed their plans to advertise during the Beijing Olympics this summer.
Ellis Booker
Marketing metrics have never been more important. The weak economy, which has caused scrutiny of all budgets, has given marketers yet another reason to put in place processes to measure the impact of their efforts.
Kate Maddox
While b-to-b marketers are increasingly focused on improving relationships with customers, they still have a long way to go in implementing effective, consistent customer retention practices, according to a study released last month by the Chief Marketing Officer Council.
Carol Krol
Media agency ZenithOptimedia, a part of Publicis Groupe, last month announced it has downgraded its growth forecast for ad spending in North America and Europe this year from 4.4% to 3.8%. It bumped up its forecast for the rest of the world—to 11.1% from an earlier prediction of 10.9%.
Carol Krol
Twelve industry trade groups last month filed responses to proposed principles for online behavioral advertising that were released for comment by the Federal Trade Commission in December.
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OPINION
How to price smart in a recession
Yes, the economy is hurting and most companies are reacting with big price cuts to keep their people and machines busy. The problem is that despite those price cuts, customers don't buy more. In fact, they are buying less because they're going through the same recession you are.
Phil Johnson, President, PJA Advertising+Marketing
When looking for ways to freshen up your brand, become a provider of relevant content.
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Microsoft withdraws proposal to acquire Yahoo
Redmond, Wash.—Microsoft Corp. on Saturday announced that, after three months, it has withdrawn its proposal to acquire Yahoo. Despite Microsoft raising its $44.6 billion cash and stock bid by about $5 billion in discussions this week, Yahoo did not accept the offer.
AAF—The American Advertising Federation announced that James Datri will become president-CEO, effective Nov. 1. He will succeed Wallace Snyder, who is retiring. Datri is currently a partner in the law firm McDermott Will & Emery.
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BUSINESS MEDIA
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EVENTS
Exhibition industry sees growth slowing
Though the exhibition industry grew 3.2% overall from 2006 to 2007, that growth was impacted by a decline of 1.9% in the fourth quarter compared to 2006 levels, according to an April report from the Center for Exhibition Industry Research (CEIR).
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DIRECT & DATABASE
Direct marketers not feeling "green'
At a time when most businesses are scrambling to become “green” or highlighting their environmentally friendly products and practices, it is surprising that an overwhelming number of direct marketers—historically easy targets for environmentalists—are barely paying...
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NETMARKETING
Video vitals
Are you making the most of your video assets? An April comScore report showed that U.S. Internet viewers watched more than 10 billion online videos in February, a year-over-year increase of 66%.
Question: What is the best way to measure ROI on an online video campaign?
Karen J. Bannan
NEC Unified Solutions, a wholly owned subsidiary of NEC Corp. of America, sells software, applications and services related to unified communications, wireless, and voice and data.
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Microsoft withdraws proposal to acquire Yahoo
Redmond, Wash.—Microsoft Corp. on Saturday announced that, after three months, it has withdrawn its proposal to acquire Yahoo. Despite Microsoft raising its $44.6 billion cash and stock bid by about $5 billion in discussions this week, Yahoo did not accept the offer.
AAF—The American Advertising Federation announced that James Datri will become president-CEO, effective Nov. 1. He will succeed Wallace Snyder, who is retiring. Datri is currently a partner in the law firm McDermott Will & Emery.
AAF—The American Advertising Federation announced that James Datri will become president-CEO, effective Nov. 1. He will succeed Wallace Snyder, who is retiring. Datri is currently a partner in the law firm McDermott Will & Emery.
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BTOB PRINT: BEYOND THE BIZ
Tim Robbins criticizes lack of diversity in media
TELL US HOW YOU REALLY FEEL, TIM. ACTOR TIM ROBBINS BLEW OFF A scheduled Q&A at the recent National Association of Broadcasters' annual show to go on a profanity-laced diatribe—albeit a humorous one—on the state of the country and the echo chamber that passes for national media these days.
TO CELEBRATE ITS 10-YEAR ANNIVERSARY, ad network ValueClick delivered cup-cakes to its key agency and marketer accounts across the U.S. The company worked with local bakeries to prepare the cupcakes, and had salespeople personally deliver them, complete with a candle.
DOREMUS DEBUNKED THE “SUITE” lives of global senior business executives in an effort to better under-stand their motivational interests. The b-to-b ad agency revealed that home improvement projects now trump such luxury items as golf, lavish automobiles and fine wines.
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CHASERS: FEATURE
Where should your logo go?
When it comes to registering a brand and all its inherent equity, the logo often gets the last word in a b-to-b ad. The logo is not the brand or the franchise, but a symbol—and a most important one. The logo reminds the audience of the source of a possible solution to a customer's problem.
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