Marketing News
June 15, 2006
Table of contents
Verbatim:
‘L.A. is kind of known for being plastic and
not real. (We want people to) put down their
mochaccinos for a minute and come and
teach their kids something.’
A quick glance at what’s inside
In the news:
Best sponsor on Earth
From Memorial Day to July
Fourth, Boston alt-rock station
WFNX is broadcasting commercial-free, having announced just
the Friday before summer’s first
long weekend a single-sponsor
deal with Snapple worth more
than $2 million. Disc jockeys at
the station and two affiliates in
the Northeast will remind listeners of the soft drink brand’s support of the “Summer Free for
All” promotion in various ways,
such as saying they are “playing
the best stuff on Earth,” a takeoff
on the Snapple tagline, “Made
from the best stuff on Earth.”
As part of the deal—which
was finalized quietly in January—the station’s Web site also
links to a Snapple microsite featuring downloadable music,
ringtones and voice tones, and
disc jockeys use sound effects
on the air, such as the sound of
a Snapple bottle-cap being
opened. Free concerts and merchandise also are part of the
Snapple sponsorship in listening
areas.
One of the agencies that
worked on the deal for Cadbury
Schweppes Americas Beverages,
Snapple’s Plano, Texas-based
parent company, calls the sponsorship effort “brandcasting.”
Can’t-miss message
A novel device began popping
up in bars in the New York metro
area in May to warn patrons not
to drink and drive, reports The
New York Times: A watertight,
battery-powered talking urinal
cake, called the Wizmark, has a
sensor that activates a recording
when a person is nearby, saying:
“Hey, you! Yeah, you. Having a
few drinks? Then listen up.
Think you had one too many?
Then its time to call a cab or call
a sober friend for a ride home.”
Two bars have installed the
devices, and Nassau County officials have used $2,200—collected from drunken-driving fines—
to buy 100 units to be distributed
free to any bar owner who asks.
An area anti-drunken-driving
group, Dedicatedd, co-sponsors.
—Dale Coleman, Fairplex, page 13
Play to the crowd
A county or state fair offers endless
opportunities to expose a brand to
thousands of attendees in no particular
hurry. Spotlight on Event Marketing starts
on page 11.
Exclusive cover story
HONOMICHL
TOP 50
Saved by the Net
Ebates.com’s shopping portal boosted
referrals and store deals by automating its
surveys online. Case Study, page 9.
THE ANNUAL BUSINESS
Association News
AMA Nominating Committee seeks
candidates for 2006-2007 AMA Board.
Page 26.
REPORT ON THE TOP 50
Columns
U.S. COMPANIES IN THE
Bob Lamons on
Advertising to
Business: Enforcing
brand compliance requires
a simplified approach that
offers options. Page 6.
MARKETING RESEARCH
INDUSTRY.
Don E. Schultz on
Integrated Marketing:
Marketing practices need
to keep pace with everchanging consumers.
Starts on page 6.
OUR EXCLUSIVE
FEATURE BEGINS
ON PAGE H1.
Bart A. Lazar on
Marketing and the
Law: Product marketing
in China should coincide
with proper intellectual
property protection. Starts
on page 7.
Marilyn Moats
Kennedy on
Marketing Careers:
Ensure that your work
portfolio markets your talents properly. Page 26.
Also
Names in the News: Recent marketing hires and promotions. Page 24.
M-BlawG: Legal, regulatory and economic news. Page 4.
Conference Calendar: Starts on
page 26.
Random sampling
Whom do you trust?
We are a planet of critical newshounds, finds a recent survey by the BBC, Reuters
and The Media Center in Reston, Va. Surveying more than 10,000 adults in 10 countries, the study found that while 72% of us monitor the news daily, only 51% feel it is
reported accurately, and only 29% believe news reports tell all sides of a story.
Nearly 90% check multiple sources for news, and about a third of respondents said
they had stopped using a media source because it had lost their trust.
News to you
Source, by type, and percentage who trust news from that source
Food fight nation
As the PR assault on fast food
and junk food continues, 18 U.S.
food industry groups have
pooled their resources to launch
a Web site at bestfoodnation.
See ROUNDUP / Page 10
81%
Local
newspaper
76%
Friends,
family
75%
National
TV
74%
National,
regional
papers
73%
Public
broadcast
radio
55%
News
Web
sites
25%
Blogs
Source: “BBC/Reuters/Media Center Poll: Trust in the Media”
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