The glut of iPhone applications, totaling more than 140,000, means that marketers of branded apps must spend $50,000 to get the same results they would have gotten with a $15,000 spend one year ago, AdMob Managing Director Jason Spero says. While some marketers are spending more on mobile ad bursts to push their apps, others expend their efforts on lobbying Apple for a featured listing.
Views among publishers are mixed on whether Toyota, which pulled some of its magazine ads from monthlies in April because of its recall woes, in the second half of 2010 will ramp up its buys, avoid the medium altogether because of its staying power as a branding tool, or use magazines for event and lifestyle marketing. Rival automakers may boost their spending to try to capitalize on Toyota's image problems, according to this article.
During rocky 2009, Edelman kept revenues steady, added accounts including PepsiCo, Diageo, Bausch & Lomb and Quaker Oats, and increased its staff, especially in digital and developing markets. The agency powered its success by focusing on constant engagement. "There will still be ad campaigns that start and end, but brands need to make sure they're never gone," said Edelman's head of digital, Rick Murray.
A successful brand can be constructed with a low advertising budget, provided the product or service behind the brand is worth a consumer's time and attention, writes Mahesh Murthy, founder of digital brand-management firm Pinstorm. Murthy offers a simple how-to guide to get started taking control of your brand image online.
"Think about ..." is the theme of a new multiplatform campaign from Saks Fifth Avenue that is intended to be more in keeping with current economic concerns than the upscale department store's previous "Want it" effort. The campaign takes its inspiration from a lighthearted Harper's Bazaar column penned by legendary fashion editor Diana Vreeland during the Great Depression.