Promotion

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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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  CHASING THE ROI GRAIL

  In these days of metric-mania, it is popular practice for many marketing messiahs, brand builders and retail gurus to approach a return on investment

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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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  Britney bumped

  Britney Spears is no longer the choice of a new generation. Beyonce Knowles of the R&B group Destiny’s Child and co-star of this summer’s Austin Powers

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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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  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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  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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  BK Gets Serious with The Simpsons

  Burger King had such a good time doing a Halloween promo with Twentieth Century Fox Television’s The Simpsons last year, the Miami-based QSR this year

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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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  Sparkle Country

  It happens every day to celebrities people approach them in stores, on the street, in airports, asking, Are you Country singer Lee Ann Womack doesn’t