Q&As

Unilever is sending 3,000 kids into the woods by leveraging its separate sponsorships of The Boys & Girls Clubs of America and the National Park Foundation.

Are advertising planners who fail to include eggs right next to direct mail, DRTV and magazine space ads in their channel mixes doing their clients an injustice? Before answering, know that eggs have become the newest of new advertising media.

Discovery Channel is making sharks come alive with a new buzz campaign to promote its annual Shark Week programming, a weeklong marathon on sharks.

Procter & Gamble is toasting the golden anniversary of its Secret deodorant brand with a new cause-marketing campaign that gets women to reveal their innermost secrets.

Kraft Foods is lending a handful of its brands to meal-assembly franchise chain Dinner by Design.

Direct and interactive marketers have long understood the power and value of testing. Most tests, however, have focused on incremental elements of a communication, such as subject lines or envelope greetings

By Amy Johannes

Nickelodeon is giving the likes of Dora the Explorer and SpongeBob SquarePants an even bigger role to play in grocery store aisles. In a new licensing deal, the entertainment company plans to put images of Dora and SpongeBob on packages of apples, pears, cherries and edamame (soybeans).

Kellogg Co. is taking American Idol fans backstage for the first time in its five years sponsoring the American Idols Live! tour.

The Home Depot has begun selling ad space on its Web site to key vendors who want to extend their reach beyond Home Depot aisles.