Sponsors target niche properties and activate, activate, activate.

Nice girls did not finish last in the 2001 Licensing Excellence Awards. Properties featuring female characters Powerpuff Girls, Barbie, and Eloise were

Coupon clippers rejoice. Those involved in the manufacture, distribution, and fulfillment of coupons give a cautious thumbs-up, too. With consumer confidence

DreamWorks, Glendale, CA, this spring unleashes its largest promotional slate ever with a multi-partner package for Shrek, a CGI tale about the adventures

This wasn’t planned as a swear word-and-swimsuit issue. It just happened that way. Yes, senior editor Betsy Spethmann was the first one who said dirty

health clubs around the nation will see memberships increase this month as millions of Americans begin running, lifting, and climbing stair after stair

Rebates have always been a double-edged sword. They can stimulate sales on high-cost, slow-moving products, but can dilute brand equity and cut into profits

In the early 1990s, before the Internet explosion, pundits heralded interactive television, or ITV, as the new media gateway to the Great Unwashed. Greater

It’s ironic, really, to see an image ad for Happy Meals. McDonald’s turned up the emotional volume on Happy Meal ads last month, breaking its most extensive