What happens when a retailer accepts a brand's account-specific campaign -- complete with the requisite funding -- then doesn't bother to execute?
Sales don't increase as planned, for sure. Otherwise, little else happens.
I love Andy Rooney. Like a grumpy old aunt grumbling through Thanksgiving dinner, he's both annoying and oddly entertaining. The other night, Andy burned up five valuable minutes of CBS's network feed with the observation that there are a lot of diet books on bookstore shelves these days.
Research available on our web site this month includes a statistic you might find surprising: roughly 35% of brand purchase decisions, and 25% of category decisions, are made inside the supermarket, according to shopper surveys.
Conducting a retail promotion and not coordinating in-store execution is like planning a wedding and not showing up: If you're not going to be there, why bother making the arrangements?
The Aug. 26 home video launch for
The term "integrated marketing" has become so trivial that it's almost meaningless. These days, all you need do is add the tagline from your TV spots to packaging and P-O-P and, presto, you've got yourself an "integrated" campaign.Integration is supposed to go a lot deeper than that.