Tapping the Power of Storytelling
Strategic Teasing Can Help Capitalize on Human Nature, Put the Brand in Control of the Conversation
Advertising
Interactive Ads Loom Large in 2006
With Technology Firms Ramping Up Linear and On-Demand Strategies, Stage Is Set for a Breakthrough Year
Aim for Thanksgiving to Be Bountiful
Gatherings, Days Off, Event TV Make Holiday Prime Opportunity to Reach Light Viewers With Brand Message
Execs Eyeing New Research Tools
With Traditional TV No Longer the Only Game in Town, Advertisers Demand Solutions That Measure Multiple Media
The Little Things Can Mean So Much
Don’t Underestimate the Worth of Value-Added Elements-They Could Make Your Good Promotion Even Better
Best TV Ads Are Often the Simplest
Wendy’s Famous ‘Where’s the Beef?’ Campaign Exemplifies the Right Way to Approach a Marketing Effort
Look at Engagement as a Consumer
To Get the Most From the Hottest New Metric, Consider Mining Individual and Shared Media Experiences
The Television Focus Group Blues
Even a Hardened Journalist Can Fall for Flummery When He Thinks His Opinion on Programming Is Valued
Innovation Scarce in Fall Ad Campaigns
Use TV’s Momentum as Opportunity to Up the Creative Ante
Striking a Fair Balance for Advertisers
Equity Issues Arise When Reality Shows Move From Broadcast to Cable; Product Placements Problematic