Chief Marketer Staff

• Live From PROMO Expo: Live Branded Entertainment Events Are Tops

  As the popularity of 30-second spots keep fading and TV viewing continues to decline, brand marketers are turning to new sources to tout their products— entertainment. Branded entertainment events can be powerful and engaging ways for marketers to reach …

• Live From PROMO Expo: Hilton Reaches New Heights

  Hilton Hotels Corp. is giving art students a new easel to showcase their talents. The hotel chain next year plans to kick off a national contest inviting art students to create a mural in New York City on the 43rd Street side of the Hilton Theatre. …

• Live From PROMO Expo: Caring for Customer Segments

  The consumer is in charge. That’s the lesson taught yesterday by Paul Knouse, senior manager, marketing operations for RJ Reynolds Tobacco Co. And if you don’t understand your customer, from demographics to attitudes to behavior to the latest data …

• Advocacy Group Asks FTC to Investigate Buzz Marketing

  Consumer advocacy group Commercial Alert has asked the Federal Trade Commission to investigate buzz marketers for deception. In its letter, it identified Procter & Gamble’s as a possible culprit. Commercial Alert sent a letter yesterday asking the FTC …

• Children’s, Outdoor Mailings Show Growth: Study

  (Direct Newsline)—The children’s and outdoor categories have shown the largest growth in mail volume over the past four years, according to Millard Group’s annual seasonality study of consumer publishing trends. Within consumer magazines, home, general …

• Live From DMA Annual: Marketing to the 50+ Set

  There is no such thing as a single mature market. So asserted consultant Kurt Medina at DMA05 in Atlanta Monday. Rather, there are three distinct groups of people aged 50 and above: pre-retirees (people between 50 and 62), active retirees (63-74) and …

• Live from DMA Annual: DM’s Place in the Corporate Food Chain

  Companies that view direct marketing as a tactic, one under the control of their advertising departments, are dooming their programs to failure. Firms that view it on equal footing with sales, advertising, public relations and sales promotion activities …

• News Briefs

  HEINZ: has tapped into the football tailgating craze with 57 tailgating recipes, fun football facts and brain teasers, all packaged in a book called Touchdowns to Tailgating— Red Book for All You Need to Know About Football, Food and Heinz Field. The …

• JibJab Offering Product Placements in its Popular Animated Shorts

  The brothers who created the wildly popular This Land Internet video that poked fun at presidential contenders George Bush and John Kerry in 2004, have teamed with MSN in an exclusive content relationship to offer product placement and brand integration …

• Live From DMA05: Greco Offers Little During Briefing With Trade Press

  DMA president and CEO John A. Greco met with trade reporters last evening during his first press conference in several months, but offered little more than what was in his keynote speech yesterday morning.