Sports Marketing: Tackled on Film
Looking to tie in with the NFL with a football related ad? NFL Films, long the creator and guardian of the most grunt-filled sports highlights on TV, just may be able to help your brand. The “Immaculate Reception” of Pittsburgh Steeler Franco Harris. Dwight Clark’s catch that began the San Francisco 49ers memorable Super Bowl run. Joe Namath waggling his finger as he ran off the field to indicate his New
Category Wars: 1997 Not History Yet, as Marketers Ready Their Spin on Who Was No. 1
The year 1997 may be over but it’s far from being just a memory yet, as marketers maneuver for bragging rights in anticipation of the compilation of segment data showing just who was the sales leader in their respective categories.
In what has become an annual ritual in many product categories, marketers from cars to imported beer to PCs are
Great news for food marketers! Over the next decade, thanks to advances in food science, companies will bring to market foods that offer unprecedented breakthroughs, but also intimidating controversy.
A prominent case in point: Procter & Gamble’s new branded ingredient, Olean®. Olean is the branded version of olestra, the first “non-fat” fat, which offers all the taste benefits associated with fattening products-mouth feel as well as taste-but with no calories because it passes through the body
Imagine stepping up to a United Airlines ticket booth and booking a flight on Delta. Or calling United’s 800 number to make a reservation on American. Sound strange? That’s precisely the kind of service United is now offering on its Web site (www.ual.com).
Through the site’s United Connection service, visitors can reserve and purchase tickets on more than 500 other airlines. And United may not be alone; Continental is mulling a similar tact on its site
Todd Schurz didn’t plan on getting into the newspaper business. Even with the South Bend Tribune in his family for five generations, Schurz considered other lines of work. But after earning his MBA in marketing and management from the Wharton School in 1989, he realized he’d be heading back to South Bend, Ind., to join the family business. “The decision for me boiled down to whether I liked the family business,” he says. “And I do.”
As cable television devolves into narrowcasting and magazines increasingly aim at a segmented market, newspapers are joining the trend with their own way of targeting demographics: starting up magazines designed to appeal to just a slice of their readership-or, in some cases, a readership different from their own.
Take The Miami Herald’s glossy upscale quarterly, Good Life, which premiered this spring with a 60,000-copy press run. Produced by the Herald’s editorial staff and its ads sold