Chief Marketer Staff
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Cheerios and Target Promote Children’s Books
This month, boxes of Cheerios will include a free copy of a children’s book as the packaged goods marketer continues its reading program. The book, The
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Digital
Casing the Competition
A competitor is eating your lunch. You know it. They know it. What you don’t know is how they did it. Welcome to the murky world of search engine optimization
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Disney Wins Fight Over Pooh Royalties
A 13-year royalty lawsuit between The Walt Disney Co. and Stephen Slesinger, Inc. ended abruptly this week in Los Angeles, according to news reports.
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Agencies
Keeping in Touch in the Off-Season
Let’s say that the vast majority of your sales come in the third and fourth quarters of the year. Maybe as much as 80% of your business is done in the
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Mail Box Mania
Despite some major distractions for direct marketers last year, U.S. spending on direct mail rose to $48.6 billion, compared to $46 billion in 2002. Some
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It’s Show Time
While TiVo may have spooked the advertising industry with its ad-skipping capabilities, it has opened a new door for promotion. TiVo’s Showcase component
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Agencies
Street Smarts
U.S. marketers spent an estimated $152 billion on event marketing in 2003, up about 15% from the year before. Spending will rise another 15% to 20% in
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Ready for Its Closeup
Whether it’s a determined clownfish, a web-slinging boy wonder or a style-setting rap artist, the right match between an entertainment property and a brand has become more important than ever.