There's been some talk recently about what engagement means, if it can stand on its own as a metric, etc. The Advertising Research Foundation defines engagement as "turning on a prospect to a brand idea enhanced by the surrounding context." Ruebel says that's hogwash. However, the real story here might be that most metrics rely on sleight of hand and fuzzy logic. For example, the Interweb is supposed to be the most …
BusinessWeek Doesn’t Care How You Consume It
MarketingVox reports that BusinessWeek has gone through a quiet revolution from print to media-neutral information source. Some 46 percent of the content on the website, in terms of word count, is exclusive to the site so far this year, compared with 33 percent in 2004. In August, BusinessWeek.com reached more than 7.1 million unique users and served nearly 50 million pageviews, and online advertising accounts for 13 …
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Smells Like Egg Sandwich: Starbucks Stinks
French novelist Marcel Proust wrote a famous series of autobiographical novels called In Search of Lost Time (or Rememberance of Things Past) in which the sense of smell, among others, triggers vivid, emotional memories and unconscious associations. What Proust understood as a writer, Long Horn Steak House and bagel shops understand as marketers: aroma is primal advertising; it can evoke emotions--feelings of comfort …
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Old Folks and Chicks Dig Video Games
This latest comScore Media Metrix report on video game demographics (courtesy MediaPost) surprised me: On average, gamers are 41 years of age with an average annual income of $55,000. Further, females account for 52 percent of the gaming audience. The average gamer has been online for nine years and 84 percent have broadband access at home. …
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Chevy TV Spot Overreaches, But Interactive Looks Sharp
Slate doesn't like the new Chevy TV spot, and I tend to agree that it overreaches. Chevy's ad tries to draw a parallel between historic moments in American history, such as Vietnam and Katrina, and the Chevy Silverdao, "America's truck." Aside from a rather suspect concept and a lukewarm execution, the ad makes me wonder if the TV spot has so fundamentally changed that it simply can't deliver big, cultural …
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Bengals First NFL Team To Launch User-Created Video Site
Legend has it that Mark Twain said that when the end of the world comes, he wanted to be in Cincinnati because we're 20 years behind the time. That may be so when it comes to matters of race relations and high culture, but in terms of what really matters--user-created content and online video--we're ahead of the curve. Who Dey! Online Media Daily sets the record straight: [The Bengals] have become the first NFL team …
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