Adpulp
Advertising News and Know-How
By David Burn
Renny Gleeson, Global Digital Strategies Director for Wieden+Kennedy, kindly offers up a series of questions he runs through when tackling a new client problem. In the midst of his queries, he makes a great point about the digital space. Traditional planning sets a goal of defining a brand's 'voice', but generally it's applied to mass communications. Interactive planning asks "what is the brand's voice when it …
Continue Reading about Interactive Marketing Is Relationship Marketing →
By David Burn
Jon Gibs, Vice President, Media Analytics at Nielsen is offering up a 16-page report on "Integrated Measurement in a Multi-Screen World." Gibs asks: If the Internet has truly "arrived" and is being taken seriously, why have we not yet seen significant brand advertising dollars follow? He then follows the question with this sage piece of thinking: "Perhaps it's because online creative units tend to replicate the print …
Continue Reading about Are You Ready To Get Digital Right? →
By David Burn
Banner ads don't work. Of course they do. That's pretty much where the argument lies. Popular Web sites are chock full of paid banners, and the people who place them are in their offices crunching numbers to determine the return on investment, which is one of the more imperfect sciences. Here's what Alan Wolk has to say on the matter: We're still judging banners by click-through rates. Or using the negative …
Continue Reading about Awareness Is The Start Of The Sales Cycle →
By David Burn
Accenture, the management consulting, technology services and outsourcing company that pays Tiger Woods to be its spokesman is now entering a relationship with Adchemy, a Silicon Valley digital marketing company. According to New York Times: Adchemy is one of several ambitious young companies trying to employ cutting-edge computing techniques -- including machine learning, statistical inference and advanced data …
By David Burn
Shar VanBoskirk, an analyst for Forrester, spent some time in Denver this week with a group of marketing exces that work for Kaiser Permanente, Genesco Retail, Radio Shack, Jones Apparel, and Adidas America. Her big takeaway: That one of the greatest challenges for interactive marketers today is getting support and cooperation from their traditional brand marketing colleagues. Opportunity, please meet Challenge. …
Continue Reading about Want to Navigate The Digital Wilds? Find A Trusty Guide Service. →
By David Burn
For it's fourth annual Creative Challenge in China, Pepsi partnered with Tencent, China's internet giant, to effectively allow Chinese netizens the ability to twitter, blog and IM their birthday wishes to China. Here's a look at some of the wishes: The People's Intermediate Court as the brain, national defense as the heart, people's livelihood as the blood, the economy as the skeleton - these four parts combine to …
Continue Reading about One In Ten Chinese Internet Users “Drink” Pepsi →
By David Burn
I'm really glad Gavin Mevius of Jawbone.tv took the time to describe the inner workings of PartyAcrossTheInternet.com, a digital promo from Axe Bodywash, a.k.a. Lynx, because my brain might have blown a gasket trying to decode it. The experience starts on a fake Men's Magazine known as Ralph, set to a remix of KiD CuDi's Day n' Nite. What follows is a story that brings you through several recognizable places on the …
By David Burn
Cheese & Burger Society is a site from Wisconsin Milk Marketing Board that you don't want to visit on an empty stomach. If you do, you may find yourself longing for an unhealthy but highly satisfying meal. The site uses a rolodex format to walk you through a bevy of delicious looking burgers all adorned with Wisconsin cheese. You can click through to a recipe for each. If you want to share on Twitter or Facebook, …
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