Marketing News Exclusives

July 15, 2010American Marketing Association

Microsoft R&D, Not Marketers, Likely to Blame for Kin's Quick Death

A flashy marketing campaign featuring a whimsical documentary-like YouTube series, secret concerts with hot bands, TV spots starring hipsters and social media outreach attracting 200,000-plus Facebook fans wasn’t enough to keep Redmond, Wash.-based Microsoft Corp.’s Kin mobile phone alive.

(Image courtesy of Microsoft.)

Expert Assessment: '99% of Advertising Doesn't Sell Much of Anything'
Those words were true when advertising giant David Ogilvy said them decades ago and they’re even truer today. Much of the advertising we see and hear doesn’t do a good job of brand registration, let alone sell the product or service. The new Olympus PEN E-PL1 campaign from Mullen advertising in Boston, however, is an exception—and exceptional, writes Robert Nelson, principal of nelsonbranding.

Paid Online Video Won't Kill the Cable TV Star, Experts Say
Hulu, a free online video service loved by college students and television fanatics, is so popular because it is, well, free. So the release of Hulu Plus, Hulu’s premium subscription-based service, has many people wondering if it’s worth the $9.99-per-month fee.

Fashionable Fanny: Pampers Sells Designer Diapers at Target
Pampers designed by fashion icon Cynthia Rowley will be available at Target this month. Marketing News Exclusives caught up with Jodi Allen, VP of North America baby care at Cincinnati-based P&G, to get the lowdown on the launch and also to hear how Pampers is bouncing back from the consumer backlash surrounding Pampers with Dry Max.

Event Marketers Miss the Boat at Two Recent Summer Festivals
After diving into event marketing best practices for two recent articles, Staff Writer Piet Levy visited Milwaukee's Summerfest music festival and the Taste of Chicago food extravaganza to see whether those practices are, in fact, regularly practiced. Here he shares his eyewitness account.

Preretailing - The practice of determining prices and placing them on a copy of the purchase order at the time that goods are bought (orders placed).

"Twitter stats: 1 out of every 5 tweets mentions product or brand; 30% growth in tweets in last 2 mos; AMA Virtual Event #amamrc"

Digital-Centered Marketing: Chicago
In this AMA Hot Topic Briefing, Digital-Centered Marketing: A Marketer’s Secret Weapon, participants will explore the world beyond the Internet to better understand and immediately seize the opportunities existing in digital marketing. Through a blend of interactive sessions and hands-on learning, attendees will be equipped with techniques and best practices in optimizing the various digital marketing elements, including mobile, viral and social marketing channels.

2010 Marketing Research Conference
This conference provides the opportunity to interact with and learn from marketing's best as they address this year's conference theme: "Unfiltered Perspectives. Unexpected Opportunities." Speakers including Stan Sthanunathan, VP of strategy and global insights at Coca-Cola, and Joe Batista, "chief creatologist" at Hewlett-Packard, will discuss how their companies are adjusting to the ever-changing marketplace.

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"Backed by months of buzz and an Academy-targeted campaign unleashed at just the right time (complete with those seemingly last minute screener shipments), The Hurt Locker went on to receive nine Academy Award nominations—just after the film had become available for home viewing in mid-January."

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Editorial:
     Elisabeth A. Sullivan, Editor
     Nancy Pekala, Director of Online       Content
     Allison Enright, Managing Editor
     Piet Levy, Staff Writer

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Karen Gwynne, Director of Advertising/Sponsorship

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