Experiential

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  NECESSARY ELEMENTS

  Concepting: Matching creative to clients’ needs sounds obvious, but make sure the overriding idea is nailed. Miss the mark with concepting, and no matter

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  Ask the pharmacist

  Few areas of retailing have experienced greater change than the drugstore business in the last generation. The drugstore of today is separated into two

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  Street Guerrillas

  The roster of marketing agencies just got bigger. Claiming it wants to tackle both traditional and alternative marketing, Los Angeles-based Mosaic Media

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  SCION OF THE TIMES

  For the launch of the new Scion, carmaker Toyota has gone against the grain. The company has run no TV ads, salesmen at its dealerships do not speak to

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  Spring Break 101

  Spring Break is weeks away and nothing is going according to plan. Two sponsors have dropped out, three more want in. You’re short on field staffers,

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  Gee, Dad, where did that come from?

  It was one of those desperate client missions that many of us face: ad budget is near zero, but still needs to reach impossible sales targets. Care to

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  Living the Image

  Vicki Saunders has been dressing for the prom since December. The Seventeen Magazine director of marketing development chaperones a six-month party that

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  A word from the roadies

  The summer concert season is beckoning, but before you slap your brand’s name on that tour bus, listen up to seven tips from true roadies agency marketers

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  Special Report: Event Marketing

  Traveling Salesmen Events let consumers touch brands By Matthew Kinsman Event marketing is expensive, time consuming, and in an age when ROI is king difficult

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  Sample Size

  IT’S EVERY PROMOTION professional’s mantra: When times get tough, is always the first thing that gets cut. These days, the