BDA Inc - Resources

FAQs

Remember to Give Them What They Want (It's Really Very Simple) - AdvertisingAge, February 3
Brands spend more than $450 billion each year to influence us. They wouldn't spend that kind of money unless they knew something we didn't know.
The most-successful brands don't focus on what we need; they focus on what we want. We need a credit card; we want an American Express Black card. We need a cell phone; we want the yet-to-be-released iPhone 4G.

Retailers Try New Survival Strategies for 2010 - USA Today, January 31
The recession pushed shoppers to pick necessities over discretionary items, discounts over luxury. But retailers hope to shift such behavioral changes further in coming months, affecting what consumers will buy, pay and experience at stores.

New Campaign Metric: Social Chatter - Brandweek, January 27
The rising behavior of status updates on Twitter and Facebook is giving birth to a new way for advertisers to gauge the success of ads: whether they generate consumer buzz. Ad measurement firm Millward Brown is moving to establish that metric with a new service that will place digital word-of-mouth measurements for online campaigns alongside ad effectiveness metrics like awareness, brand lift and intent to purchase.

Coke Gets Millions In Media Value From 'Idol' - MarketingDaily, January 15
Coca-Cola gets some big-star media value for its on-air, branded content on "American Idol" -- a sparkling $12 million just from the show's initial premiere episode... Coca-Cola gets consistent on-air exposure with every episode, because of its omnipresent logo-ed cups that appear regularly in shots on the judges' desks.

The 7 Universal Brand Management Truths - AdvertisingAge, January 5
Coca-Cola today has a market capitalization in excess of $100 billion because the perceived value of its brand is significantly higher than the sum total of all the assets of the company. In my years with Procter & Gamble and Heinz, I have come to realize that no matter what the product or service, the key principles for building a great brand remain the same. By staying true to these seven principles, a marketer can weather economic highs and lows while building an iconic brand for target consumers.

Promotional Products Reach Efficiently, Don't Annoy: Survey - PROMO, December 16
A survey of marketers who buy promotional products found that the channel scored especially well as a way to reach targeted audiences with a single campaign spend and without annoying them. The survey, conducted in November for the Promotional Products Association International, asked 1,000 buyers of promotional items to compare the medium against such other promotional channels as TV ads, direct mail, newspapers, consumer magazines, trade publications, the Internet and social media on a number of key attributes.

Why Marketing Must Leverage an 'Artscience' Philosophy - AdvertisingAge, December 16
Marketing organizations today are under the gun as never before -- from a media landscape growing increasingly convoluted and a fleeting consumer universe to the mounting pressure of accountability for any marketing dollar spent. Today's new universe demands a different approach to the design and execution of any marketing effort.