Search

Reports on the decision of Verizon Wireless to expand its instant-message service due to the announced merger of Cingular and AT&T Wireless in 2004. Percentage of growth in cellphone penetration in the U.S.; Budget for the national youth-focused advertising campaign of Verizon; Advertising agency which created the campaign.

Reports on the decision of Verizon Wireless Inc. to put its national ad account for review as of January 2004. Factors attributed to the decision to put an ad account review; Details of Verizon's Test Man; Information on measured media spending by Verizon Wireless in 2002.

Discusses the federal fraud charges against two former Ogilvy & Mather executives, Shona Seifert and Thomas Early, which highlight serious flaws in a commonly-used bill-by-the-hour compensation system. Details of similar allegations faced by Ogilvy in the past; Action taken by Procter & Gamble to eliminate discrepancies in time sheets; Examples of how the compensation system can be manipulated to deceive clients.

The article discusses the retail strategy, design, public relations and advertisements of Apple Computer. The genius of Apple is that its brand has come to embody a lifestyle. In a tech business where two or three giants have become global dominators, still-the-underdog Apple resonates with consumers across generations and international boundaries. Apple is also striking a chord with music industry executives, potentially giving the troubled business a new lease on life, with its iTunes software that creates a new model for making money from downloadable songs. From a seemingly innate understanding of how to woo users with design, through a stand-out retail strategy to its ability to reach people with grassroots marketing techniques, Apple has proved itself a great marketer. It has achieved incredible levels of brand loyalty and created an army of evangelist users not because of its great advertising-though certainly its print and television work was among the best in 2003-but because it focuses, in everything it does, on the consumer. At the moment, Apple has sold more than a reported 17 million songs through its iTunes Music Store, although each 99-cent sale drops merely a dime into the kitty, almost a loss leader intended to build a new generation of Apple enthusiasts and to induce sales of the more profitable iPod.

Computer manufacturer Apple Computer wants to pay tribute to its most famous advertisement, "1984," launched during the 2004 Super Bowl, 20 years after the landmark spot ran on broadcast TV for the first and last time. The computer maker is in talks with its long-term ad agency, Omnicom Group's TBWA/Chiat/Day about finding a way to mark the 20th anniversary of the Macintosh launch, according to an executive close to the situation. It is not certain how the agency would reprise the historic spot, although concerns about the cost of paying for a Super Bowl spot had Apple's top brass considering re-running the original spot to avoid incurring any production expenses. It is also possible that Apple may opt to do a tribute to the ad outside of the Super Bowl if the cost of a Super Bowl spot is deemed too high. Although Apple has not yet purchased a national spot on the 2004 Super Bowl, an executive said that the company is seriously considering purchasing time, and that inventory is still available in all four quarters. Apple is expected to appear during the Super Bowl with a spot purchased by Pepsi-Cola North America to kick off a promotion giving away 100 million digital songs at the iTunes Music Store. The spot ranked twelfth on Advertising Age's top spots of the 20th century, and won more than 30 awards, including the Grand Prix at the International Advertising Festival in Cannes. If Apple decides to undertake the effort, the project would carry certain risks. For one, the spot is famous in the marketing and advertising community, but many younger viewers Apple now wants to reach were not born when "1984" ran the first time. This year the median age of the 88 million Super Bowl viewers was 39.9, down from 41 in 2002, but up slightly from the 2001's 39.7, according to interpretation of Nielsen data by Omnicom's OMD. Apple's "1984" first appeared during Super Bowl XVIII, and cost between $400,000 and $600,000 to produce.

The article addressed the possible problems of the advertising review of the California Lottery. A clause in its proposed contract could make the agency that picks up the account responsible for legal costs incurred by the state if a losing shop protests the Lottery's decision or sues the state. The Lottery, late on Nov. 7, 2003 issued a letter outlining some of the changes that will be made in the final request for proposal (RFP), but the language relating to the legal liability clause was not mentioned. The draft RFP, posted on the Web site of the Lottery, contains a number of common stipulations found in advertising contracts, such as requirements for liability insurance and workers' compensation. The proposed RFP also states that if the Lottery decides the winning agency is legally unable to defend the Lottery or is not adequately representing the Lottery, the Lottery can take over its own defense at the winning agency's expense. In 2001, the Lottery named DDB Worldwide, Los Angeles, as the winner, but Grey protested on the grounds that DDB failed to disclose ownership of OMD, its media-buying arm. In April 2003, the Lottery decided to conduct another review from scratch. This time, the Lottery consulted with the American Association of Advertising Agencies and took the unusual step of issuing the draft RFP.

The article announces that Nokia, the world's largest cellular telephone marketer, has thrown its creative account for North America into review and will issue requests for proposals. Nokia spent 260 million dollars on advertising worldwide and in the U.S. spent 36.8 million dollars in measured media in 2002, according to TNS Media Intelligence/CMR. Nokia in October 2003 denied that the business was in review despite speculation that Matt Wisk, the former vice president of marketing for North and South America, had tapped advertising agency DDB for a corporate branding campaign before he left the company to join Herba-life. The share of Nokia is down slightly from the previous quarter, according to a study released this month from research firm IDC, while competitors Motorola, Samsung Electronics Co. and Siemens increased share. Nokia's advertising globally is handled by Grey Global Group's Grey Worldwide, which in early October 2003 launched a global television campaign. Nokia executives detailed plans to make the company a major player in the wave of convergence and in October 2003 unveiled the 7700 model that includes a Web browser with touch screen, digital camera, FM radio and other functions now common in personal digital assistants.

Xbox has found a new voice in hopes of being heard over Sony's PlayStation: rapper Sean P. Diddy Combs. Despite a massive $500 million marketing launch in 2001--slightly higher than what the entire category spent in measured media in 2002--Xbox so far has failed to defeat Sony. Sony held a 54% share of the video console market in August vs. Xbox's 27%. Microsoft's $50 million-plus global push uses the voice of the rapper five spots backing a range of video games from NFL Fever 2004 to Grabbed by the Ghoulies. Eli Friedman, group marketing and communications manager at Xbox, said plans are under way to expand Combs role in Xbox marketing. Microsoft is now including two free games and two free months of online gaming with its $179 Xbox game console, but Friedman declined to discuss pricing plans for the holiday. The competition has become even more cutthroat as sales of video game hardware, including consoles and handheld devices, slide. In the first eight months of 2003, sales totaled $1.3 billion, down from $1.6 billion in the same period in 2002.

The article reports on the advertising plans of wireless communication providers after the U.S. Federal Communications Commission decided to allow consumers to keep their cellphone number if they switch to a new carrier. While providers would not discuss spending specifics, Yankee Group analyst Roger Entner expects a $1.5 billion marketing bonanza centering on fancy handsets, pricing plans and possibly unlimited service as low as $50 or $60 a month. Among the top six players in the category, industry-watchers believe Verizon Wireless has the best prospect of holding onto current customers and drawing more subscribers into its ranks. Among mobile-phone carriers, Verizon has long had one of the lowest churn rates, or percentage of customers who have left the carrier in a month. Verizon's rate was 1.7%, second only to Nextel, primarily with a small-business and government base, at 1.6%. Others are betting Deutsche Telekom's T-Mobile USA, with its low-price offer, will end up netting more customers than it loses. AT&T Wireless is readying an effort from its new agency, Omnicom Group's Goodby, Silverstein & Partners, San Francisco. Cingular Wireless plans a campaign from Omnicom's BBDO, New York, for its Fast Forward service, which allows home line calls to be forwarded to cellphones. Leap Wireless, with its Cricket service, handled by Butler, Shine & Stern, Sausalito, California, plans to focus on the advantage of an inexpensive local service.

This article reports that 48.4 million telephone numbers were placed by American households on the U.S. Federal Trade Commission's (FTC) do-not-call list as of the end of August 2003. The registry is on track to reach the FTC's forecast of 60 million numbers by October 2003. The figure indicates 20 to 30 percent of 109 million households opted out of telemarketing calls.

The article reports on a print advertising campaign created by Dailey & Associates' Daily Interactive for Big Headed Boxers, a line of men's underwear from Big Headed Inc. With a tagline "Everybody measures up," the campaign aims to grow the brand into a Victoria's Secret for men.

The article presents information on the launching of several video-game software in the U.S. Launches include Activision's Tony Hawk Underground and ESPN's NFL Football video game. Advertising spending on video-game software is expected to grow despite the economic slowdown. The leading video-game category in 2002 was action games, followed by sports, and racing. The remainder of the market is split between adventure, arcade, children's games, fighting, role playing, simulation and strategy.

The article describes the impact of the electrical power failure on August 14-15, 2003 on the U.S. advertising industry. It discusses the experience of Foote Cone & Belding Worldwide advertising agency during the blackout. Young and Rubicam Chicago experienced difficulty in shooting the television commercials for Sears, Roebuck & Co. while Doner decided to close its offices.

The article reports that Microsoft Corp. will launch a global advertising campaign to promote its Xbox video game console. The company has tapped AKQA Inc. to handle the online campaign, while Landor Associates developed the strategy behind the advertising campaign which is worth $100 million.

The article forecasts the return of United States advertising spending to record levels. The better-than-expected economic growth and corporate profits in second quarter are raising prospects for the second half of 2003. Full-year advertising spending is expected to pass the 2000 record. The forecast is not necessarily good news for media employment.

Reports on the sales performance of shoes at Wal-Mart in the U.S. Comparison between the sales performance of shoes in Wal-Mart and Payless ShoeSource; Details on the increase in the share of Wal-Mart in the shoe market; Information on an advertising campaign for Payless and Wal-Mart shoes.

This article announces the increase in the average age of buyers for Scion automobile from Toyota Motor Sales USA. Only a month after beginning its California test, Toyota's Scion is well on its way to becoming the industry's youngest-selling car. The average age of the Scion buyer is 36, and 54% of the car's sales are to the under-35 set. That bets the youngest-selling car in America, the Volkswagen GTI, which according to J.D. Power & Associates is purchased by the youngest buyers, at average age 37. Toyota also has other reason to be pleased: According to a spokeswoman, 59% of Scion buyers are new to the automaker. In the car's first three weeks on sale, dealers sold 1,351 units. When told of the early results, Todd Turner, president of marketing at consultant CarConcepts, said Toyota "is on its way" to making inroads among youth buyers with Scion. Toyota's first attempt to attract Gen Y in 1999 with its small Echo car failed because "it was ugly, under-powered and was a Toyota," he said. While Toyota's sales to Gen Y have slipped, Honda's sales to the demographic have increased in the past decade. According to J.D. Power, Honda's sales to buyers 25 and under rose to 12% of its total annual sales last year vs. 10% in 1992.

This article focuses on an advertising campaign launched by electronics retailer Best Buy to promote its customer loyalty program. The retailer's multifaceted Reward Zone program breaks with a TV spot plugging a $25,000-a-day giveaway for 35 days through August 23, 2003. In an unusual move, most customers will be required to pay $9.99 to join the program, while some current 375,000 "best customers" receive automatic enrollment. In addition to awarding points for purchases, Reward Zone also will include "soft benefits," such as a chance to critique new music releases or attend movie sneak previews. "We are trying to create things customers cannot get elsewhere," said Barry Judge, vice president consumer brand marketing at Best Buy. Kevin Taylor, president, Alliance Data Systems' Frequency Marketing, Cincinnati, Ohio, which created the program and handles print, said some customers pay to join the program. Mr. Taylor said most of Best Buy's electronics retailing competitors already have loyalty programs or are developing them. But few match the Best Buy effort, which offers a $5 gift certificate for every $125 purchase or a 4% rebate. The certificate must be spent on an item of $10 or more.

This article reports on the launch of a viral-marketing effort of brewer Anheuser-Busch Cos. in July 2003. The spoof spots, to be updated twice a month, appear as a feature on the Budweiser.com Web site and are billed as advertisements "that did not make the cut, but our hearts are too big to not give them a chance anyway." The first rejected spot, from Omnicom Group's Goodby, Silverstein & Partners, done in cartoon like line drawings, tells the story of "El Generoso," a wrestler whose technique is to confuse opponents by treating them nicely. Although the jokey, child-like sketches are more like the kind of cartoons normally aimed at kids and teenagers, only Web visitors listing a birthdate indicating they are over 21 are admitted to the site. Viral marketing has become a popular and potent force for marketers to distribute both spoof advertisements like the Bud spots and real advertisements that are banned by the networks or, in the case of some countries, regulators. Viral marketing can also be used to skirt legal obstacles. In Great Britain, Havas' WCRS reportedly was unable to get permission from Honda to do a spoof of the "Cog" chain-reaction spot for its phone directory service, so the agency used a viral e-mail campaign instead. Other breweries are experimenting with Web-based efforts. Heineken USA recently initiated a campaign involving fake Web-site headlines and breaks a spot spoofing beer commercials.

The article reports on the selection of advertising agency Goodby, Silverstein and Partners to handle corporate branding account of telecommunication company AT and T Wireless in the U.S. Key issues discussed include the plan of the advertising agency to improve the corporate image of AT and T Wireless and challenges in telecommunication advertising.

The article focuses on the plans of Levi Strauss & Co. to advertise its Levi Strauss Signature Jeans exclusively on Wal-Mart Stores Inc. outlets in June 2003. Television advertisements for the product will run on Premier Retail Networks in-store screens. A separate media launch is still being considered by the jeans company.

The article reports on the changes to the advertising campaigns of the sneaker brand, Pony citing its partnership with the Venice, California-based advertising agency, Crispin Porter & Bogusky. Pony has announced a shift into a more lifestyle and attitude brand that will be incorporated into its advertising campaigns.

The article reports on the use of direct-response television (DRTV) by Home Depot Inc. to reach consumers in the U.S. in 2003. Emphasis is placed on multichannel distribution and private label brands. Home Depot's advertising campaign will run on national cable television networks and will feature the Husky power washer and Ryobi tool kit. The shop of DDB Worldwide created the DRTV campaign.

The article reports on the importance of online music sales and the success of for-pay Web sites to the music industry. Apple's entry into online music sales has set the stage for a marketing battle in the segment as rivals try to lure young consumers used to downloading songs from the Internet at no charge. Pressplay, the joint venture of Universal Music Group and Sony Music Entertainment, is expected to name an agency to create an advertising campaign for its service.

The article reports that 25 percent of the gross merchandise sales in 2002 for the online auction site, eBay, came from automobiles and other car items. eBay started focusing on the rare or specialty car market and is trying to transform the used-car business by taking its pitch to ordinary consumers in a national television and print campaign. The campaign includes print ads in 19 magazines including Time Inc.'s "Sports Illustrated."

The article reports on the promotion of Derek Robson to global director for the Levi Strauss account at Bartle Bogle Hegarty (BBH) in London, England. The move has the main goal of maintaining good rapport with Levi Strauss in view of the critical comments made by Levi's president-CEO Phil Marineau about BBH's Super Bowl spot for Levi's TypeOne jeans.

This article reports on the decision of Sears, Roebuck & Co. to realign its $1.5 billion in marketing expenditures to rely less on promotional events. According to CEO Alan Lacey, there are a number of changes that are taking place in the advertising initiatives of the company. Other changes in execution will be seen in work in May 2003 for appliances and for the entire Sears store by the end of the year. However, the shift in strategy will go beyond creative. The company has, over the last couple of years, avoided enormous number of unprofitable promotional events and marketing media to basically get itself re-based to a marketing spend that basically did generate profitable revenue. A company spokesman said details of the changes are not available to the public. However, the executive familiar with the situation said Janine Bousquette, Sears' executive vice president and chief customer and marketing officer, held a meeting of about 100 executives involved in the massive marketing operation of the company. At the meeting, she discussed significantly reducing the numbers of sales and other promotional events in the calendar of the company, replacing them with more seasonally driven promotions.

This article reports that the California Lottery Commission announced a new request for proposals for its creative and media contract in April 2003. After two years, the account is up for grabs a third time. The contract is valued at $125 million over 5 years, following protests and threats of legal action from advertising agency contenders. All bidders, including the finalists, will be offered a clean slate. Timing of the new request for proposal, as well as the value of the contract and its duration which could change, will be available sometime within the next 3 months. According to Commission Director and CEO Joan Wilson, the 18 months since the lottery began the process of choosing a new agency, she had applied the requirements for government procurements to each bidder as fairly and honestly as possible. Even if it would somehow result in a better deal for the lottery, she just can not waive a requirement for one bidder that would disadvantage another. In the statement, she put the responsibility for the long-running review's difficulty on the agencies needing to understand the higher standards involved in government contracting, particularly as they relate to disclosure of ownership.

The article focuses on marketing campaigns launched by two Major League Baseball teams which aim at drawing fans by thrashing the New York Yankees, the 26-time World Series champions. The original Oakland Athletics ad was junked and the Toronto Blue Jays commercial was dropped because they desecrate the New York Yankees' logo. Both the Oakland Athletics and Blue Jays have a business problem with low attendance at games.

The article focuses on the revival of Red Ball Tiger, the advertising agency and production company founded by Greg Wilson in San Francisco, California. The agency will partner with TiVo to find clients to buy its four-minute advertising slots called showcases. Red Ball Tiger is repositioning for a future of opt-in, viewer-controlled non-mass media in which agencies are responsible for their services and paid accordingly.

Focuses on an accusation by McCann-Erickson Worldwide advertising agency against Grey Worldwide for collusion in regard to a bid process for the California Lottery account. Details of the declaration made by Ian McGregor, general manager of McCann about a telephone call from John Crosson, president of Grey; Denial of the allegation by Crosson; Background on a controversial advertising account review that began in 2001.

Reports that Phil Marineau, president and chief executive officer of Levi Strauss & Co. blames advertising for the disappointing introduction of its TypeOne jeans. Description of the product; Data on sales and spending on measured advertising; Deal with Wal-Mart Stores for the Signature line of jeans.

The article reports on American consumers' reaction to calls for a boycott of French and German products in the United States in 2003. Key issues discussed include France and Germany's decision not to support the United States in the Iraq War and its potential implications for international economic relations and world politics.

This article deals with an entertainment-marketing review of Omnicom Group and Creative Artists Agency conducted by Hewlett-Packard Co. in December 2002. Hewlett-Packard has narrowed its search to the marketing communications company Omnicon and talent shop Creative Artists Agency. Omnicom is said to be marshaling various entertainment-marketing resources that have been assembled under its Diversified Agency Services arm, including event-marketing specialist GMR Marketing and Hollywood, California-based shops Aaron Walton Entertainment and Davie-Brown Entertainment. While Hewlett-Packard traditionally has not been a major player in entertainment marketing, the company is looking to carve a niche as a consumer-lifestyle brand. Its products, including computers, digital cameras, printers and hand-held devices, could lend themselves to product-integration alliances with movies and television programs.

This article reports that U.S. sales have declined at retailer Target, in spite of the opportunity to gain customers from bankrupt rival Kmart and an economic downturn custom-made for discount houses. Same-store sales is predicted to rise by two percent during the Christmas shopping season.

This article reports that Sears Roebuck and Co. invited BBDO Worldwide to pitch ideas to replace the "Sears: Where Else?" advertising campaign. Account incumbents are Ogilvy and Mather, and Y&R Advertising. The review results from the appointment of Janine Bousquette as executive vice president and chief customer and marketing officer.

Focuses on the need for change among advertising clubs in major cities in the U.S., in order to respond to trends. Problems noted with advertising clubs in Los Angeles, California; Challenge faced by the Adcraft Club of Detroit, Michigan on membership; Reason behind the need for change at the Chicago Advertising Federation.

The article reports on discussions of a strategic-positioning assignment between retail chain Gap and advertising agency Leo Burnett USA in 2002. Gap's strategic plan was formulated under newly appointed chairman and chief executive at parent company, Gap Inc., Paul Pressler. The retailer's contract with another New York-based agency, Laird & Partners continues despite a new contract with Leo Burnett.

The article discusses the increase in advertising spending despite the economic slowdown in the U.S. as of November 2002. The expenditures of various types of media in September 2002 are given. General Motors Corp. plans a moderate increase in advertising spending. Reasons why entertainment marketers are pouring money into television advertising are discussed.

The article focuses on a global brand campaign launched by Hewlett-Packard Co. to show the world that the company best known for printers is capable of delivering a broad range of technology to businesses and consumers. The testimonial-style effort, created by Omnicom Group's Goodby, Silverstein & Partners, leverages the company's diverse customer base to tell stories portraying the depth and breadth of its capabilities. The television, print, online and outdoor campaign breaks with 16-page inserts in major U.S. periodicals.

The article focuses on the branding campaign effort launched by online retailer eBay Inc. for the holiday season of 2002. The expected integrated campaign marks the return of eBay to television advertising. The campaign focuses not just on eBay's auctions and collections, but on the site as an everyday shopping destination.

The article presents the results of a study which focuses on the simultaneous media use in the U.S. advertising industry. The annual budget allotted to advertising planning and media buying in the U.S. is estimated. A description of a media decision-making model used in the U.S. advertising industry is given. The implications of simultaneous media usage for U.S. marketers is discussed.

This article reports on the plan of Yahoo! to launch a consumer advertising campaign as it plots an ambitious drive to offer high-speed Internet service, coupled with a host of add-on subscription services it hopes will make the company less reliant on advertising. Final tweaks of the campaign--which will include multiple TV executions, with a barrage of outdoor, online, print and radio advertisements also likely--were ongoing in September 2002. A Yahoo! spokeswoman declined to comment on the company's advertising and marketing plans. The campaign, created by Havas' Black Rocket Euro RSCG in San Francisco, California, retains the whimsical "Do you Yahoo!?" tagline and will feature spots that hype a handful of the company's flagship services including Yahoo! Mail, Personals and online job searching via HotJobs. Yahoo! this year has attempted to build a cache of premium pay services to help diversify its revenue base and reduce dependence on advertising. Yahoo! is notoriously conservative in its media spending. Even in 1999 during the heady dot-com frenzy, the company spent just $27.9 million in measured media in the U.S. In 2000, U.S. spending spiked to $43.8 million.

This article reports on the decision of Sun Microsystems Inc. to retain WPP Group's J. Walter Thompson Co. as agency of its global advertising account. Scott Kraft, vice president-brand marketing at Sun, said the new campaign of JWT will break later in 2002 or early 2003 and will emphasize "greater value, greater innovation and greater choice." The current tagline, "We make the net work." Sun was slipping away from JWT as media was consolidated at Bcom3 Group's Starcom Worldwide and interactive went to Grey Global Group's Beyond Interactive in San Francisco, California. For the crucial global-branding assignment, Mr. Kraft pitted JWT against Fallon and Leagas Delaney in San Francisco. Throughout the process, Sun executives declined to acknowledge the review, which narrowed to JWT and Fallon. In its pitch, JWT touted its strategic insights. Sun spent $49.6 million in measured media in the U.S. in 2000, $37.4 million in 2001, and $20.6 million in the first half of 2002, according to Taylor Nelson Sofres' CMR. Sun's stock has been troubled most of the year, closing at $2.88 on September 20, 2002. Mr. Kraft acknowledged the technology business is in "rough waters" but said Sun has the cash to remain a strong player.

The article discusses several developments relevant to the Hispanic market for advertising in the U.S. as of September 16, 2002. Key issues discussed include market projections on the Hispanic market, the characteristics of Hispanic consumers and the description of Hispanic-themed advertising campaigns.

This article announces that retailer Aeropostale will launch its first advertising campaign via a two-and-a-half minute short film on Viacom's MTV. The film, called Backseat, is part of an estimated $8 million deal with MTV. Thirty-second teasers start September 4, 2002 and the short film, designed to be reminiscent of a music video or independent film, airs September 17, 2002 during the premier of The Real World, Las Vegas. The only clue the film is a commercial message will come at the end when the Aeropostale logo flashes on the screen. In the film, six teens drive around in a convertible, but the action centers on a shy boy and girl getting to know each other in the back seat. Unlike sexually provocative ads from competitor Abercrombie & Fitch, the spots are intended to portray an innocence, according to Julian Geiger, chairman-CEO, Aeropostale. For Aeropostale stores open for more than one year, a key retail barometer, sales rose 11 percent for the second quarter, although the company posted a loss of $2 million for the fiscal quarter ending August 3, 2002. Geiger added that the retailer has secured its niche by focusing on the 12- to 16-year-old. Three other films will follow Backseat. A holiday one will focus on a long phone call between a girl and boy parting to go off to college. Two others are set at a house party.

This article reports on the plan of Microsoft Corp. to reposition the brand with a soft-toned campaign portraying the behemoth as a company working to help people reach their potential, according to executives close to the matter. A major global advertising campaign created by Interpublic Group of Companies' McCann-Erickson Worldwide, San Francisco, will launch this fall of 2002, focusing on the softer side of Microsoft by positioning the software giant as enabler of personal and professional creative potential. The repositioning comes after more than two years of passionate discussion throughout the company led by the Central Marketing Organization, about the mission of Microsoft, as personal computer growth rates slow, as it enters new businesses such as video-game consoles and as it bulks up existing ones such as the MSN Internet network and handheld wireless gadgets. It also comes as CEO Steve Ballmer is eager to put his mark on the business. But Microsoft will need to back the brand rhetoric with real changes in behavior. In addition to the branding campaign, Microsoft also plans to launch a campaign for MSN 8.0, Xbox Live, an online videogame network, and another round of its business software advertising known as the Agility Campaign. Even with so many campaigns in the hopper, the company's overall ad spending is expected to remain flat.

The article deals with the decision of retailers in the United States to feature celebrities in their advertising campaigns. Actress Gael Garcia Bernal will appear in the campaign of Levi Strauss. The Gap on the other hand will use Whoopi Goldberg, Sissy Spacek and Christian Slater in its advertising.

This article provides information on a television advertising campaign introduced by Amazon.com that points out the inconveniences of shopping in malls for books, as of July 2002. The test campaign was launched in Portland, Oregon and Minneapolis, Minnesota. Each commercial carries a similar tagline. Amazon is evaluating the effectiveness of the campaign. It was created by independent agency Wieden & Kennedy, which won the account in May 2001. Amazon reported in a recent filing with the U.S. Securities and Exchange Commission that its advertising and promotion spending was 4% of its sales in 2001, down from the 6% of sales in 2000 and 10% of sales in 1999. The online bookseller has implemented several changes in dealing with competition. The advertising efforts of Amazon's rival Buy.com include an advertisement in USA Today, email and newspaper insertions.

This article deals with the efforts of the advertisers and partners of celebrity Martha Stewart to weigh their options in response to fears regarding the impact on her brand of an ongoing federal investigation into her trading of ImClone stocks in the U.S., as of July 2002. Her eponymous business includes television programs, magazines, a catalog and online retailing business and products sold through Kmart Corp. and other retailers. General Motor Corps., which advertises in her magazine Martha Stewart Living, has no plans to drop its commitment with Stewart. Despite the controversy, the sales performance of the magazine is still strong. There was a decline in the number of advertising pages ran by Martha Stewart Living magazine through May 2002. Key advertisers for the magazine include Apple Computer Corp., Gap and Ralph Lauren Co. Concerns regarding the impact of the investigation on Stewart's brand stems from questions regarding her credibility and integrity. Authenticity is an important element of a brand. An informal survey showed that most women still liked the products of Stewart. A spokesperson for Kmart declared that the retailer has no plans of changing its advertising arrangement for the Martha Stewart Everyday line.