Good news for marketers: the frequency of branded entertainment on TV has a very promising future.
Findings from IAG Research, which is used by media companies to measure the effectiveness of branded-entertainment, indicate there is little to no negative feedback from viewers when it comes to branded-entertainment efforts.
No wonder some companies want to raise the bar. […]
Archive for the 'Branded Entertainment' Category
As many Direct Response Marketers know, a 30-second spot isn’t the perfect venue to give viewers an in-depth look at a product or the celebrities who endorse it. And a 30-minute infomercial often sends viewers reaching for the remote control.
Now marketers are experimenting with a third way to catch the attention of jaded consumers. With […]
The 2-minute guide to a brand-centric community
Posted The Editor in Business, Branded Entertainment
Building a community site is easy; creating a successful community requires a lot more effort. KickApps CEO outlines the process.
If you are a brand marketer, your organization likely already has a social media mandate in place. And if not, the chances are high that you’ve looked at how it can be incorporated into your overall […]
DM and brand: When lines blur, you may need glasses
Posted The Editor in Business, DRTV, Branded Entertainment
Based on the Direct Marketing Association’s recent report, “The Integration of DM and Brand,” some have concluded that the lines between direct marketing and brand advertising are blurring or have all but disappeared. With all this blurring, it’s time for a little focus on lines that matter.
For experienced direct practitioners, the line between branding and […]
Many DRTV campaigns today look like they were created in some alternate universe, far removed from the company’s marketing strategy and brand platform. This is a huge mistake. Regardless of how effective they are from a ROI perspective, DRTV campaigns that are not on-strategy and appropriately branded are counterproductive and potentially damaging to a company’s […]
Kraft says cheese to MySpace video
Posted The Editor in Business, Branded Entertainment, Internet, Mobile Marketing, Advertising
Kraft cheese is urging consumers to fall in love with grilled cheese sandwiches with a new interactive marketing campaign and MySpace partnership.
The campaign, “Have a Happy Sandwich,” was created by Kraft Singles and New York-based advertising agency Nitro in their first collaboration.
The campaign targets consumers by relating to the emotional level of their “happy” experiences […]
