ANA - Marketing Insights Center http://www.ana.net/michome Thu, 11 Mar 2010 09:15:33 -0500 Thu, 11 Mar 2010 09:15:33 -0500 Measuring the ROI of Sponsorships: Case Study of the Jack Daniels' Racing Team http://www.ana.net/michome2/miccontent/ss_MeasuringROI022410 http://www.ana.net/michome2/miccontent/ss_MeasuringROI022410 Fri, 05 Mar 2010 00:00:00 -0500 Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship. Measuring the ROI of Sponsorships: Case Study of the Jack Daniels' Racing Team http://www.ana.net/michome2/miccontent/p_MeasuringROI022410 http://www.ana.net/michome2/miccontent/p_MeasuringROI022410 Fri, 05 Mar 2010 00:00:00 -0500 Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship. Bring Your Sponsorship to Life http://www.ana.net/michome2/miccontent/ss_SponsorshipToLife022410 http://www.ana.net/michome2/miccontent/ss_SponsorshipToLife022410 Fri, 05 Mar 2010 00:00:00 -0500 Dorrian Porter, CEO, Mozes, Inc., and Robert Stohrer, CMO, Virgin Mobile USA, shared the details behind three major Virgin Mobile sponsorships in 2009. Bring Your Sponsorship to Life http://www.ana.net/michome2/miccontent/p_SponsorshipToLife022410 http://www.ana.net/michome2/miccontent/p_SponsorshipToLife022410 Fri, 05 Mar 2010 00:00:00 -0500 Dorrian Porter, CEO, Mozes, Inc., and Robert Stohrer, CMO, Virgin Mobile USA, shared the details behind three major Virgin Mobile sponsorships in 2009. Insight Briefs: Marketing Accountability: Earning a Seat at the Table http://www.ana.net/michome2/miccontent/ib_marketingaccountability http://www.ana.net/michome2/miccontent/ib_marketingaccountability Fri, 05 Mar 2010 00:00:00 -0500 Containing data from ANA members such as Church & Dwight, Lee Jeans, and Mercedes-Benz, this ANA Insight Brief touches on a variety of marketing accountability topics, including Sarbanes-Oxley, how marketers can work better with finance, and marketing measurement. Internal Promotion: A Pepsi Case Study http://www.ana.net/michome2/miccontent/ss_dicapua_111209 http://www.ana.net/michome2/miccontent/ss_dicapua_111209 Thu, 04 Mar 2010 00:00:00 -0500 Lawrence DiCapua, senior manager, interactive marketing/CRM at Pepsi, discussed how Pepsi partnered with its agency to develop creative and dynamic email templates for internal communication that delivered significant results. ANA Advocacy Update: Implications of the New Political Reality http://www.ana.net/michome2/miccontent/ss_ANAAdvocacyUpdate022310 http://www.ana.net/michome2/miccontent/ss_ANAAdvocacyUpdate022310 Thu, 04 Mar 2010 00:00:00 -0500 Dan Jaffe, EVP, government relations, ANA, discussed today's political climate and how it may impact advertisers. ANA Advocacy Update: Implications of the New Political Reality http://www.ana.net/michome2/miccontent/p_ANAAdvocacyUpdate022310 http://www.ana.net/michome2/miccontent/p_ANAAdvocacyUpdate022310 Thu, 04 Mar 2010 00:00:00 -0500 Dan Jaffe, EVP, government relations, ANA, discussed today’s political climate and how it may impact advertisers. Listening and Leading: Managing Brands in the Age of Consumer Control http://www.ana.net/michome2/miccontent/ss_ManagingBrands022310 http://www.ana.net/michome2/miccontent/ss_ManagingBrands022310 Thu, 04 Mar 2010 00:00:00 -0500 Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today. Listening and Leading: Managing Brands in the Age of Consumer Control http://www.ana.net/michome2/miccontent/p_ManagingBrands022310 http://www.ana.net/michome2/miccontent/p_ManagingBrands022310 Thu, 04 Mar 2010 00:00:00 -0500 Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today. Six Wakeup Calls for Marketing Research in 2009 (and What to Do About Them) http://www.ana.net/michome2/miccontent/ss_SixWakeUpCalls021810 http://www.ana.net/michome2/miccontent/ss_SixWakeUpCalls021810 Wed, 03 Mar 2010 00:00:00 -0500 Joel Rubinson, chief research officer at the ARF, identified six big wakeup calls that the marketing research profession must focus on to remain relevant. Six Wakeup Calls for Marketing Research in 2009 (and What to Do About Them) http://www.ana.net/michome2/miccontent/p_SixWakeupCalls021810 http://www.ana.net/michome2/miccontent/p_SixWakeupCalls021810 Wed, 03 Mar 2010 00:00:00 -0500 Joel Rubinson, chief research officer at the ARF, identified six big wakeup calls that the marketing research profession must focus on to remain relevant. How to Get More Value from Your Brand Tracking Research http://www.ana.net/michome2/miccontent/ss_BrandTrackingResearch021810 http://www.ana.net/michome2/miccontent/ss_BrandTrackingResearch021810 Tue, 02 Mar 2010 00:00:00 -0500 Thomas Gallagher, president of Gallagher-Lee Research, and Steve Sherman, director of market research at Virgin Mobile USA, discussed how Virgin Mobile USA has taken its advertising tracking to a new level to increase the value of its studies, answer ad-hoc marketing questions, and reduce the need for additional custom research. How to Get More Value from Your Brand Tracking Research http://www.ana.net/michome2/miccontent/p_BrandTrackingResearch021810 http://www.ana.net/michome2/miccontent/p_BrandTrackingResearch021810 Tue, 02 Mar 2010 00:00:00 -0500 Thomas Gallagher, president of Gallagher-Lee Research, and Steve Sherman, director of market research at Virgin Mobile USA, discussed how Virgin Mobile USA has taken its advertising tracking to a new level to increase the value of its studies, answer ad-hoc marketing questions, and reduce the need for additional custom research. Green Production: On Set Waste Diversion and Environmental Initiatives http://www.ana.net/michome2/miccontent/ss_GreenProduction120309 http://www.ana.net/michome2/miccontent/ss_GreenProduction120309 Tue, 02 Mar 2010 00:00:00 -0500 Shannon Schaefer of Founder of EcoSet Consulting, LLC, and John Lick, executive producer at Target Corporation discussed how companies can reduce the amount of waste they produce on television commercial productions. Trends and Case Studies from the Marketing Trenches http://www.ana.net/michome2/miccontent/ss_MarketingTrenches020910 http://www.ana.net/michome2/miccontent/ss_MarketingTrenches020910 Tue, 02 Mar 2010 00:00:00 -0500 Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas. Trends and Case Studies from the Marketing Trenches http://www.ana.net/michome2/miccontent/p_MarketingTrenches020910 http://www.ana.net/michome2/miccontent/p_MarketingTrenches020910 Tue, 02 Mar 2010 00:00:00 -0500 Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas. Changes, Challenges, Trends: What's Needed for Success in Sponsorship and Event Marketing Today and in the Future http://www.ana.net/michome2/miccontent/ss_ChangesChallengesTrends022410 http://www.ana.net/michome2/miccontent/ss_ChangesChallengesTrends022410 Tue, 02 Mar 2010 00:00:00 -0500 Recruiters in the area of sponsorship and event marketing participated in a panel discussion about the opportunities available to marketers today. PepsiCo’s Approach to Television in Today’s New Media Landscape http://www.ana.net/michome2/miccontent/ss_pepsico_tvforum021110 http://www.ana.net/michome2/miccontent/ss_pepsico_tvforum021110 Thu, 25 Feb 2010 00:00:00 -0500 Seth Kaufman, director, media strategy, PepsiCo North America Beverages, shared a case study of the Pepsi Refresh Project at the ANA's 2010 TV & Everything Video Forum. PepsiCo’s Approach to Television in Today’s New Media Landscape http://www.ana.net/michome2/miccontent/p_pepsico_tvforum021110 http://www.ana.net/michome2/miccontent/p_pepsico_tvforum021110 Thu, 25 Feb 2010 00:00:00 -0500 Seth Kaufman, director, media strategy, PepsiCo North America Beverages, shared a case study of the Pepsi Refresh Project at the ANA’s 2010 TV & Everything Video Forum. Cisco's Fully Integrated Journey http://www.ana.net/michome2/miccontent/ss_cisco_tvforum021110 http://www.ana.net/michome2/miccontent/ss_cisco_tvforum021110 Thu, 25 Feb 2010 00:00:00 -0500 Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies. Cisco's Fully Integrated Journey http://www.ana.net/michome2/miccontent/p_cisco_tvforum021110 http://www.ana.net/michome2/miccontent/p_cisco_tvforum021110 Thu, 25 Feb 2010 00:00:00 -0500 Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco’s use of new video technologies. Coldwell Banker & Social Media http://www.ana.net/michome2/miccontent/ss_hasse_102009 http://www.ana.net/michome2/miccontent/ss_hasse_102009 Wed, 24 Feb 2010 00:00:00 -0500 Michael Fischer, senior vice president, marketing, Coldwell Banker Real Estate, and Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, described how the company is using social media to meet consumer needs and keep a century-old brand relevant in the digital age. Protocols for crisis management in relation to social-media activity were also shared. Insights from You Tube http://www.ana.net/michome2/miccontent/ss_mehrotra021110 http://www.ana.net/michome2/miccontent/ss_mehrotra021110 Tue, 23 Feb 2010 00:00:00 -0500 Shishir Mehrotra, director, product management, Google, shared five trends affecting video advertising today. For CMOs to Be Visionary Leaders, They Must Have a P&L Mind-set http://www.ana.net/michome2/miccontent/CMOs_PandLMindset_scott_davis http://www.ana.net/michome2/miccontent/CMOs_PandLMindset_scott_davis Tue, 23 Feb 2010 00:00:00 -0500 Scott Davis, senior partner, Prophet, discusses the mind-set senior marketers must embrace if they expect to advance from being order takers or sales supporters to enterprise-wide, visionary leaders. Welcome to the Network Era http://www.ana.net/michome2/miccontent/Welcometothe_NetEra_scott_davis http://www.ana.net/michome2/miccontent/Welcometothe_NetEra_scott_davis Tue, 23 Feb 2010 00:00:00 -0500 Scott Davis, senior partner, Prophet, discusses five shifts that are currently taking place in marketing today. Owning the Right Strategic Imperatives http://www.ana.net/michome2/miccontent/Owning_theRightStraImpertives_scott_davis http://www.ana.net/michome2/miccontent/Owning_theRightStraImpertives_scott_davis Tue, 23 Feb 2010 00:00:00 -0500 Scott Davis, author of The Shift, outlines a marketer's 5-step plan to becoming a growth catalyst Many Happy Returns on Marketing http://www.ana.net/michome2/miccontent/Many_HappyRet_Mkt_don_sexton http://www.ana.net/michome2/miccontent/Many_HappyRet_Mkt_don_sexton Tue, 23 Feb 2010 00:00:00 -0500 In this Q&A from Columbia Ideas at Work, Don Sexton, Professor of Marketing, Columbia University, discusses how marketers can measure and increase their contribution to the bottom line. The Path to Brand-Specific Commercial Ratings http://www.ana.net/michome2/miccontent/wp_commercial_ratings http://www.ana.net/michome2/miccontent/wp_commercial_ratings Mon, 22 Feb 2010 11:00:00 -0500 After concluding the first two phases of their In-Home Commercial Ratings Test, the ANA’s Television Advertising Committee and The Nielsen Company are working on a potential path for providing individual commercial ratings (also referred to as brand-specific commercial ratings). Research Report: Digital Marketing Agency Compensation Trends http://www.ana.net/michome2/miccontent/rr_digital_compensation_trends http://www.ana.net/michome2/miccontent/rr_digital_compensation_trends Mon, 22 Feb 2010 00:00:00 -0500 This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers’ overall marketing strategies for their brands.