Latest News
Should You Wish Upon a Star?Tiger Woods has everyone talking about celebrity endorsements and how they can have a negative effect on your brand. But there's a reason why athletes... |
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Keep Your Merchandising Consistent
A theme running throughout all the sessions on Thursday at the annual NEMOA spring conference in Boston was consistency. Speakers stressed keeping your brand and your value proposition consistent, no matter what the channel—retail, Web or catalog....
Ogilvy's Shelly Lazarus on the Past and Future of the Ad Game
CHIEF MARKETER: In school, you majored in psychology. What was the attraction to advertising? There's obviously a natural link. LAZARUS: I was at Smith...
Why Aggressive Marketing Spending Makes Sense in a Recession
Most marketers today are lamenting how difficult it is to keep their brands afloat during these recessionary times. The conversation often turns to depressionary...
Big Brands Embrace Performance-Based Pricing Agency Relationships
With a contagious desire for accountability spreading among marketers, some big brands are insisting their agencies change pricing models ...
In Search of the Siren Song
I read a lot of creative briefs. Some read like action movie scripts, some like comedies. Most bore me to tears. Lately, many are focused on especially...
Curmudgeon-at-Large: Did Ozzie Nelson Have It Right?
Some years back, when I was writing copy only for collector's plates, the realization hit me that copywriters, paralleling doctors and teachers, can get so immersed in a single subject that they lose sight of the total marketplace...
Curmudgeon at Large: On The Edge of a New Era
We in our sacred world of force-communication don't keep time on a year-by-year basis, the way more conventional historians do...
Stupid Ad Watch: Best Contextual Link Ever
Stories of contextual advertising gone bad abound on the Internet, an ad for Samsonite at the bottom of a New York Post piece about a chopped-up body found in a suitcase being arguably the most famous example...
Return to Gender: When It Comes to Speaking to Women, Who Does a Better Job?
WHEN IT COMES TO SPEAKING TO WOMEN, WHO DOES A BETTER JOB? OTHER WOMEN? MEN? OR A COMBINATION OF THE TWO? IN THIS ISSUE, CHIEF MARKETER BEGINS THE FIRST...
Design Your Website to Meet Customers' Needs
No doubt, you've visited plenty of Web sites that have proven to be a waste of your valuable time. If you're like many business and marketing professionals, you secretly hope that your site meets the needs of your prospects, customers and internal users. But you're not really sure, are you?...
