ANA Marketing Musings

Recession Marketing Vlog: Be Accountable

Another strategy is to create a culture of accountability and partner with finance, research and analytics to measure everything you can.For instance,  IBM’s success is grounded in a disciplined process that started with a cross-functional marketing and finance team that reviewed all activities.

Recession Marketing Vlog: Integrate All Communications

The fifth strategy to survive the touch economic times is to reach the consumer base through multiple avenues, but creatively deliver the same message across all platforms.

ANA and 4A's Address Legitimacy of Magazine Bleed Charges

The ANA (Association of National Advertisers) and the 4A's (American Association of Advertising Agencies) recently formally encouraged their members to discuss with publishers the outdated practice of charging to accommodate bleed ads in magazines. The organizations suggest that publishers could simplify their rate cards by not including incremental charges for bleed ads. This initiative is a result of analysis conducted by the ANA Print Advertising Committee and the 4A's Print Media Committee.

Recession Marketing Vlog: Develop Trust & Connectivity

Back to the ten series on recession marketing.! Our fourth strategy to survive the tough economic times is focused on developing trust and connectivity. You have to give cthe consumers what they need to be true brand believers. At the ANA Masters of Marketing conference, Coca-Cola CMO Joe Tripodi said, "We went to our core audience, asked them what they wanted, and gave it to them." The result: the immensely successful launch of coke zero.

ANA Supports Delay of DTV Transition

Last week, we sent out a media alert in which we announce our support for the delay of the DTV transition. The ANA, the 4A's and the AAF jointly back the requests that Congress delay the digital TV transition. We pointed to Nielsen’s projections of the number of households that could lose TV if the transition takes place on Feb. 17. We also cited the chance for the government to address some unresolved issues that arose throughout the transition process. Take a look at my video blog as I zero in on the importance of postponing the transition to digital television.