Marketing: Fun and Useful – try now!

Multiple articles to inform and provoke in the current digital issue of Advertising Age. If public link disappears then authorized users can go to the Business Source Premier data base to find all the articles in this issue.

This Fall, an anti-obesity campaign targets New Yorkers. Does “shock” work in changing behaviour? This BBC article lays out the range of opinion. What it does not talk about are the marketing fundamentals of segmenting and targeting. This will not work for all people, especially not those with long established habits – unless they are [...]

The decision by Coors (Molson) to pull their ads (presumably intended to help them stand-out from competitors and get noticed) seems like a quick and un-needed stand-down. Time for some bravery? Anticipating some criticism is part of communication planning. If Kokanee complains that the Coors’ “ranger” ad knocks their mascot then will Coors also pull [...]