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The article examines how consumers consumers use products in ways not intended by their manufacturers, and the dilemma this poses for marketers. The over-the-counter hemorrhoid cream Preparation H is being used by consumers as a cosmetic. There is an online social network devoted to unusual uses of Bounce, a brand name dryer sheet made by Procter & Gamble. Companies strongly prefer to ignore unconventional product usage in their marketing.

The author offers opinions on marketing management. The use of so-called "crowdsourcing," using communication with a corporation's employees and consumers to create marketing and advertising, is seen as a valuable tool for marketers. Examples are presented of crowdsourcing which the author considers successful, including the contest run by the snack food Doritos in which consumers create Super Bowl television advertisements.

The article discusses two factors in advertising that have been proven to help brands outperform their competitors. The management of innovations is discussed as one factor. The author explains that companies sometimes underestimate the value they need to create through products to sustain growth. The second factor is a lack of ongoing commitment to the post launch.

This article presents the author's views on marketing for the beverage Life Water, from PepsiCo. The author reflects on how the brand was unsuccessful when it tried to shift its image from a green product to a thirst-quencher to compete with Coca-Cola's Vitaminwater. The article also discusses the disconnect between Life Water's online, print, and television advertisements and its use of lizards dancing to Michael Jackson's "Thriller" in its television commercial.

The article discusses the product launch of Nude cosmetics. The article explains that Nude is a range of eco-friendly, all-natural face and body products, which will be launching in September 2007 at Barneys. An overview is presented on how the product's packaging was designed, how it was conceived, and the challenges in marketing it.

The article discusses the influence internet blogs have on company advertising decisions. Volvo automobile is pushed to select one account over another through a blog by Glenn Sacks, founder of Glennsacks.com. The Arnold advertising agency is a contender in Volvo's review for its business, but is being affected by bloggers with social agendas. Sacks objected to several of Arnold's commercials. Arnold chief executive officer (CEO) Frank Kelly comments on the values and honesty of the agency.

The article focuses on the decline in corporate reviews of marketing firms. Particular attention is given to review-free shifts of corporate accounts to new media agencies. General Motors' Saturn division moved from Onmicom's Goodby, Silverstein & Partners to Deutsch/LA. Macy's moved its account to Mediaedge:cia from Publicis Groupe. The costs involved in the review process are discussed. Comments on the issue are provided by Matt Weiss of McCann Worldgroup and Joanne Davis of Joanne Davis Consulting.

The author, Mike DiFranza, discusses several ways that a marketer can cut through the "chatter" of the 3,000 to 5,000 advertisements that a city-dwelling consumer is exposed to and engage their target consumers without the overexposure that results in consumer disregard. Some suggestions include tasteful, not forceful, engagement of consumers and making the experience fun and enjoyable .

Leo Burnett Co.'s new worldwide president and the U.S. CEO, Tom Bernardin's business problems have not changed as he inherits an agency in transition, a condition he faced at Lowe in New York, as of February 9, 2004. Despite Burnett's reputation for being unwelcoming to outsiders, Bernardin, 50, joins with the understanding that he will ascend to global CEO of the $10 billion agency when current CEO Linda Wolf, 56, retires in the next 12-18 months. He is credited with helping to turn around the troubled New York office of Interpublic Group's Bozell in the late 1990s, growing the operation from $700 million to $1 billion over three years (though billings did fall prior to the shop's merger with IPG sister Lowe last February) and improving its creative reputation.

Mohegan Sun has cut from 20 shops to 7 in the review for creative on its $25-30 million account, the client confirmed, as of February 9, 2004. Among the shops advancing, sources said, are Grey, IPG's Lowe, MDC's Kirshenbaum Bond+ Partners and WPP's Berlin Cameron⁄Red Cell, all in New York and IPG's Mullen in Wenham, Massachusetts. The incumbent, independent Cliff Freeman and Partners in New York, has been given a bye to the final round. A decision is due in April, 2004.

Deals with marketing decision making. How male marketing managers make their decisions in the advertising business; Information on the advertisements of online services featuring men; Disadvantage of intuitive decision making in the advertising industry.