Archivos diarios: 29 marzo 2010

Special Report: 80 Years of Ideas – Advertising Age (2)


Advertising Age: 80 Years of Ideas

Advertising Age: 80 Years of Ideas

We Look at the Events, Brands and Trends That Have Shaped Marketing — and the Ones Still to Come

When Ad Age published its first issue in 1930, the stock market had just tanked, and a Great Depression was only beginning. Consumer spending plunged 41% from 1929 to the Depression’s 1933 nadir. A problem for consumer marketing, media and advertising? Actually, a remarkable opportunity. <!–FULL ARTICLE–>

Ad Age Video

Covering the Mad Men: Advertising Age at 40

Covering the Mad Men: Advertising Age at 40

Recounting Ad Age’s History in 1970

NEW YORK (AdAge.com) — Back when Don Draper was swilling Scotch in his corner office, debating how to solve Lucky Strike‘s marketing conundrums, Ad Age was all over in the industry. And it was no young pub — in 1970 the publication was already 40 years old. <!–FULL ARTICLE–>

From the Great Depression Through the Great Recession: A Brief  History of Marketing

From the Great Depression Through the Great Recession: A Brief History of Marketing

A Look at 80 Highlights From Ad Age’s First 80 Years, Compiled From Our Archives, Ad Age’s Encyclopedia of Advertising and Additional Research

Ad Age’s Bradley Johnson presents a timeline of marketing, media and ad agencies, showing advertising industry developments from 1930 through 2010. <!–FULL ARTICLE–>

Back to the Future: Have We Lived Up to Expectations of  Advertising?

Back to the Future: Have We Lived Up to Expectations of Advertising?

From 1977, the Late Biochemist and Science Fiction Legend Isaac Asimov Foretells the Ad Future in 2000

In 1977, Ad Age ran biochemist and science-fiction author Isaac Asimov’s piece forecasting what the advertising “future” would be like in 2000. We’ve reprinted it for our 80th birthday. <!–FULL ARTICLE–>

The Cold Truth: No One Does Veggies Quite Like Birds Eye

The Cold Truth: No One Does Veggies Quite Like Birds Eye

Brand’s Identity as a Leader in Frozen Vegetables Stands the Test of Time, and It’s Done So With Little Marketing

CHICAGO (AdAge.com) — Clarence Birdseye didn’t just invent the commercialized flash-freezing process that kept garden greens tasty and convenient for weeks on end; he built the frozen-food category and its infrastructure, including grocery freezer cases and insulated train cars for their safe transport. <!–FULL ARTICLE–>

Motorola's Longevity Lies in Its Simple Approach

Motorola’s Longevity Lies in Its Simple Approach

Brand’s Unique Ability to Produce Wide Range of Products Is Secret to Success

CHICAGO (AdAge.com) — Given it’s been around for 80 years, sells to businesses, governments and consumers and has also historically been best-known for many products it no longer makes, Motorola’s brand continues to offer a surprisingly simple — and enduringly effective — proposition. <!–FULL ARTICLE–>

Value Of McCann's Industry Influence? Priceless

Value Of McCann’s Industry Influence? Priceless

Groundbreaking Global Strategies, Innovative Operations Set Pioneer Agency Apart From the Rest

NEW YORK (AdAge.com) — From the start, McCann Erickson proved itself a pioneer in the ad business, beating other networks to the globalization trend of the 1980s by several decades. <!–FULL ARTICLE–>

Snickers Uses Humor to Satisfy Generations of Hunger

Snickers Uses Humor to Satisfy Generations of Hunger

World’s Best-Selling Candy Bar Has Differentiated Itself With the Idea That It’s More Than Just a Chocolate Snack

CHICAGO (AdAge.com) — Talk about a depression baby with staying power: Snickers, introduced in 1930, is a $2 billion brand proposition today. <!–FULL ARTICLE–>

Fisher-Price Plays, Laughs and Grows Into Global Brand

Fisher-Price Plays, Laughs and Grows Into Global Brand

Toy Company Founded in Depression Has Evolved Into ‘Children’s Product Company’ With Multiple Integrations

YORK, Pa. (AdAge.com) — For Fisher-Price, what began as toddler toy-making has grown up into a global brand that is now part of the Mattel empire. <!–FULL ARTICLE–>

Fortune Rides the Booms and Busts of Business

Fortune Rides the Booms and Busts of Business

Once-Ambitious Idea Has Consistently Covered the Ups and Downs While Feeling Them Itself

NEW YORK (AdAge.com) — Much like Ad Age, Fortune began life at about the worst possible time for a new business: the dawn of the Great Depression. But it was born, in reality, of success, namely the recent triumph of Henry Luce’s then-young Time magazine, founded in 1923. <!–FULL ARTICLE–>

Tums Brand, Like Acid Indigestion, Is Timeless

Tums Brand, Like Acid Indigestion, Is Timeless

Antacid Thrives in Its Journey From Accidental Remedy to Trusted Household Name Remembered Fondly for Jingle

NEW YORK (AdAge.com) — “Tums, Tum-Tum-Tum, Tums!” That famous jingle, set to the dramatic opening bars of the theme from the TV show “Dragnet,” just might be what people remember most about Tums, the famous antacid that was born the same year as Advertising Age. <!–FULL ARTICLE–>

Twinkies: Sweet Treat Continues to Delight

Twinkies: Sweet Treat Continues to Delight

Though It’s Had Its Share of Criticism, Cream-Filled Snack Still Takes the Cake When It Comes to Consumer Demand

NEW YORK (AdAge.com) — Twinkies have inspired love, curiosity and criticism, not to mention a cookbook, campaign reform and plenty of urban legends in the 80 years since James A. Dewar created them. <!–FULL ARTICLE–>

The Most Influential Brands of 2090

Media Guy’s Grandson Reports From the Future (No Hot-Tub Time Machine Required!)

Apparently “Media Guy” Grandpa Simon wrote a lot of so-called listicles. So when Ad Age asked me to come up with a list of some of the most influential brands of 2090 — and to look back at where they were 80 years ago (if they were even around back then) — I jumped at the chance. <!–FULL ARTICLE–>

Up in Smoke: Documents From the Annals of Tobacco Marketing

Up in Smoke: Documents From the Annals of Tobacco Marketing

A Collection of Internal Memos, Press Releases and Reports That Changed the Way Cigarettes Were Sold

CHICAGO (AdAge.com) — Advertising Age’s 80th anniversary report includes three major tobacco-related events. Here is a sampling of documents related to those events.

http://adage.com/adage80/

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Advertising Age: 80 Years of Ideas – Advertising Age – Special Report: 80 Years of Ideas


We Look at the Events, Brands and Trends That Have Shaped Marketing — and the Ones Still to Come

When Ad Age published its first issue in 1930, the stock market had just tanked, and a Great Depression was only beginning. Consumer spending plunged 41% from 1929 to the Depression’s 1933 nadir.

Ad Age's first issue, from 1930.
Ad Age’s first issue, from 1930.

A problem for consumer marketing, media and advertising? Actually, a remarkable opportunity.

In this report, we profile great brands that made their debuts in 1930 and went on to be market leaders: Fortune and Fisher-Price, Motorola and McCann Erickson, Twinkies and Tums. And in an accompanying timeline, we assemble 80 highlights from 80 years.

The past offers key lessons. First: There is never a bad time to launch a great product or company. (The biggest opportunities on the internet were born of or after the dot-com crash. Just ask Google and Facebook.)

Second: Failure is a cost of business. When Apple‘s first wireless device (1993’s Newton) flopped, Ad Age noted, “The category may give a new twist to Newton’s law: Products may be falling now, but the category is still poised to soar — eventually. … Smart money still is betting on long-term prospects for wireless portable communications devices.” Apple came back with iPod (2001), iPhone (2007) and iPad (2010).

Third: The best marketers, media firms and agencies boast an outstanding ability to reinvent themselves and lead their changing markets decade after decade.

The best example is Procter & Gamble Co.; see our 1931, 1980 and 1994 entries. And just last week, P&G rightfully became the first corporation inducted into the American Advertising Federation’s Advertising Hall of Fame.

Ad Age has covered the rise of new media — again and again: Radio, which went from essentially zero to 55% household penetration in 12 years; TV (0.4% to 55% penetration in six years); cable (6% to 50% in 19 years); internet (broadband penetration soared from 1.7% to 54% in eight years).

We’ve tracked the emergence of new technologies: Refrigerators (from 15% household penetration to 50%-plus during the 1930s); wireless phones (a 22-year ride from 1983 debut to 50% household penetration). We’ve also witnessed how innovators can build remarkable businesses around emerging media and technologies. Cable? Ted Turner. Refrigerators? Birds Eye frozen foods. Computers? Bill Gates’ and Paul Allen’s Micro-Soft.

Ad Age’s 12-page debut issue mentions some now-faded brands such as Saturday Evening Post and Plymouth cars.

But the issue also notes brands that are very much in the game today: Time, The New Yorker, Quaker Oats, Buick, NBC. And Gillette, which at the time was preparing to launch a new-and-improved razor and blade.

http://adage.com

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Marketers: It’s Your Fault if Your Ad Agencies Flounder – Advertising Age – CMO Strategy


Forrester Study Finds Client Companies Must Take the Reins in Digital World Rather Than Wait for Shops To

NEW YORK (AdAge.com) — Eighteen months ago, Honda‘s chief marketing officer Steve Center wanted to curtail what he felt was the company’s overemphasis on print marketing materials to communicate with customers.

STEVE CENTER: Honda CMO prodded his agency to think more  digitally.
STEVE CENTER: Honda CMO prodded his agency to think more digitally.

But rather than hunt for a hot new digital shop, Mr. Center requested that his lead agency, California-based RPA, restructure to replace its brochure-marketing group with a digital-marketing hub. “They saw that brochures can come out of all digital assets you’re creating, and that’s not to mention the digital brochures and things you’re doing online,” said Mr. Center. He’s now convinced that his relationship with RPA is stronger and that Honda is using its creative assets and messaging more efficiently.

While it sounds like a simple request from a client to its agency, the Honda-RPA example is a sign that brands may need to take charge of their agency partnerships. Simply put, if marketers are counting on their agencies to lead them into a world of changing consumer behaviors and media habits, they should think again.

As digital-marketing channels multiply, agencies are struggling to figure out their own businesses, and a recent Forrester study suggests that marketers may need to force their agencies to evolve rather than wait for them to do it themselves.

Ad Age got a peek at the 16-page study, called “The Future of Agency Relationships,” for which Forrester spent nearly four months interviewing agency and marketing executives.

Strain
In it, Forrester says that over the past few years the already-complex agency-marketer relationship has been significantly altered by factors such as the recession and the rise of social media, resulting in agencies quickly trying to expand their offerings, sometimes promising capabilities they are unable to deliver, and even more agency partners at an already-crowded marketing table.

Sean Corcoran, an analyst at Forrester and lead author of the report, said one of the biggest challenges marketers face today is how to know who to turn to when they want to change their ad strategies. He said it’s further complicated by the fact that the unbundled world of traditional, PR, interactive, media and direct agencies, in some cases, are trying to “bundle themselves back up” to become jacks of all trades.

“It’s up to marketing leaders to change the demand,” Mr. Corcoran said. “They can’t just flip a switch and have things change. But they can lay some groundwork for the changes happening in marketing today.”

Peter Stringham has worn both hats as the current CEO at WPP’s Y&R Brands unit and the former CMO at HSBC Bank. He recalls a huge disconnect between marketer and agency when he was on the client side and believes it is exacerbated today thanks to the rise of new media.

“Clients really have to accelerate quickly up the learning curve and get involved in social media,” said Mr. Stringham. “As a CMO you want the agency to stick to what they can do and not promise things they can’t accomplish. They will tell you they can build a rocket ship and fly it to the moon. But especially today, with the specialized skill sets that are required, you’re better off saying you don’t do this very well … let’s go get someone else to help us handle this.”

Collaboration
Moving forward, more often than not, marketers will have a slew of shops managing their business, and it’s imperative to get them to play nice together. Bob Greenberg, CEO of Interpublic Group of Cos.-owned digital agency R/GA, said only some marketers are doing a good job of this, but the future of the business requires all of them to improve in this area. “Agencies have been designed to be fiercely competitive, and there’s nothing wrong with that, but it makes it more difficult to collaborate,” he said. “Not only does the client have to lead the relationship, but they also have to force collaboration.”

According to Honda’s Mr. Center, in many cases, stubborn or shortsighted marketers have been the cause of the lack of progress or results that are often blamed on the agency.

“Agencies are exposed to much more than us, and they have to bring in raw ideas, market reconnaissance and intelligence,” he said. “But they will not tell us how to organize our company to accomplish our marketing mission. That responsibility should always fall entirely with the owner of the brand.”

How to lay the foundation for your agency house

Redefine the role of agencies. Strip away above- and below-the-line restrictions and allow ideas and leadership to come out of any agency you have under contract.

Test partners from the non-agency world. Try letting companies like Google, Sapient and Akamai Technologies deliver media and marketing services. Having resources that continually monitor the space and looking beyond traditional “agencies” for help is important. Have an internal resource stationed between marketing and procurement that can regularly evaluate outsourced skills and tools that can be used for marketing.

Create a productive relationship with procurement. The complaint voiced by many agency people today is that procurement teams treat them just like the vendors who clean the carpets. “If you grind the margin out of your agency you will get a marginal agency,” Honda CMO Steve Center said.

Test incentive-based compensation. Eventually marketers will have the ability to more easily quantify an agency’s performance but until then Forrester recommends testing incentive-based compensation so the agency has more skin in your business. “They will be more likely to help you hit your overall goals than just focusing on their world only,” Forrester’s Mr. Corcoran said. This way the agency wins and loses when the brand wins and loses.

Start the process in more advanced markets such as the U.S. and U.K. Different regions move at different speeds through the globe and Forrester believes it’s important to start restructuring agency relationships in markets that can handle it. Marketers can then take those lessons and apply them in other markets such as China, India and Brazil.

http://adage.com/cmostrategy/article?article_id=143010

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15 Things You Didn’t Know About The Simpsons (Infographic) – Oddee.com


http://www.oddee.com/item_97018.aspx

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22 Useful Online Chart & Graph Generators | Tools


Have you ever encounter situations where you need to create a simple yet good-looking chart, graphs or diagrams and all you have is your browser? Charts are good and effective way to show relationship between entities but sometimes creating one can be pretty challenging especially when your favorite word processing software is not around.

online chart generators

In today’s post, we want to highlight some of the best web services that allow you to create various charts and graphs online on-the-fly. Most of them are easy to use and don’t you even worry about the design. Your output will be as good as what you see in the screen shots below. Full list after jump.

Rich Chart Live
Create enjoyable and captivating Flash Charts from your web browser.

rich_chart_live

DIY Chart
DIY (Do it yourself) Chart is a Web-based, simple and powerful online tool to create interactive charts and graphs from static or dynamic data which may be generated using any scripting language.

diy_chart

Online Chart Generator
The best online chart and graph generator tool, Generate amazing 3D graphs instantly in few seconds.

online_chart_generator

Chartle.net
Chartle.net tears down the complexity of online visualizations – offers simplicity, ubiquity and interactivity online chart generator.

chartlet

ChartGo
ChartGo allows users to create charts online quickly and simply paste your data in the chart data area and hit the create chart button.

chartgo

Create A Graph
You can really make a detailed graph at Create A Graph and see how it might look, and then print, download, or email what you’ve created.

createAGraph

JS Charts
JS Charts is a JavaScript chart generator that requires little or no coding. JS Charts allows you to easily create charts in different templates like bar charts, pie charts or simple line graphs.

js_charts

Pie Chart Tool
Pie Chart Tool creates a pie charts based on the data you provide. All you have to do is to type your data and the name of the categories.

pie_chart_tool.

Piecolor
Piecolor is a tool that creates pie chart with colors very easily.

piecolor

Hohli Charts
Hohli Charts lets you dynamically generate charts.

hohli

CSS Chart Generator
CSS Chart Generator generates your charts on the fly.

css_chart_generator

CHARTPART
Google chart API and chart generator tool.

chartpart

Chart Maker
Generator for the Chart Server API.

chart_maker

Google Chart Tools
The Google Chart Tools enable adding live charts to any web page.

google_chart_tool

amCharts Visual Editor
This editor allows you to use amCharts as a web service. This means that all you need to do is to configure the chart and paste the generated HTML code to your HTML page.

amchart

Pie Chart Maker
This free tool outputs your pie chart as an image that you can save to your computer.

pie_chart_maker

ChartGizmo
With your free account from ChartGizmo you can now create charts for your website, blog and social network profiles.

chartgizmo

Onlinecharttool.com
On Onlinecharttool.com you can design and share your own graphs online and for free.

onlinecharttool

OWTChart Generator
The OWTChart Generator is an on-line tool to be used to produce charts. A GIF image of the chart that you specified will be displayed on the screen.

OWTChart_Generator

Highcharts
Highcharts is a charting library written in pure JavaScript, offering an easy way of adding interactive charts to your web site or web application. Highcharts currently supports line, spline, area, areaspline, column, bar, pie and scatter chart types.

highcharts

iCharts
iCharts is a web-services company that makes data publishing and distribution simple.

icharts

Google Chart Generator
Create a Google chart in seconds!

google_chart_generator

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5 Excellent Text to Voice Free Applications @ SmashingApps



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Many computer users take advantage of text-to-voice programs to make their computer tasks easier. With a voice command we can execute a task which otherwise might take a combination of keyboard-key presses and mouse clicks.

For my readers who have not yet tried out text-to-voice applications or are looking for something better than what they are already using, I have gathered a list of 5 great options they can go for. Read each entry in my list, find out which one interests you, and use the comments to let me know how it went for you.

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email  marketing software

You are welcome if you want to share more text to speech applications that our readers/viewers may like. Do you want to be the first one to know the latest happenings at  smashingApps.com just subscribe to our rss feed and you can follow us on twitter and do not forget to become our fan on facebook as well.

Windows Speech Recognition

speech

I am placing Windows native speech recognition at first place because I believe it will be the easiest to use for most Windows users. You will not need to install anything extra and the voice commands will be easily integrated into other Windows functions. For Windows users new to text-to-voice, Windows very own speech recognition is a great starting point.

To Enable Windows Voice Recognition tool click Start > Control Panel > Speech Recognition Options

NaturalReader

sample

NaturalReader is a great text-to-voice option to go with. Some text-to-voice programs work by taking as input text files of a specific format. With NaturalReader however, all we have to do is highlight the text in any document (or webpage), click on the application’s hotkey, and have the text read back to us. Voice options are also adjustable: we can choose to hear either a male or female voice, and adjust the voice’s quality and speed.

iSpeech

formats

Users who, for whatever reason do not want to or cannot install any new applications, iSpeech will serve beautifully. This is an online text-to-voice application. A signup is required before we can use this browser-based service. Once we login, we can either upload a document file of the supported format, or paste in any text we want in the assigned area.

eSpeak

espeak

eSpeak, although a tiny sized program, supports many languages other than English. The program includes different voice with modifiable characteristics. WAV files can also be produced of the generated voice. eSpeak has versions compatible with Windows and Linux operating systems.

DSpeech

speakeasy


The last entry in my list is DSpeech. Not only does this program offer us the option to choose from different voices the text is read in, but also allows us to combine the voice or compare them. This way we can even form a dialogue between the two voices. The outputs can be saved as WAV, MP3, and OGG files. Once you have already familiarized yourself with basic text-to-speech techniques, this program will allow you to have quite some fun in your free time.

http://www.smashingapps.com/2010/03/28/5-excellent-text-to-voice-free-applications.html

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Asia Digital Map


On March 21st, 2010, on behalf of Ogilvy Health, I delivered a presentation “Social or Media” at the seminar “Social Media and Hospital PR.”  The seminar was a part of KIMES(Korea International Medical & Hospital Equipment Show), the largest event of its kind in Korea, and sponsored by Korea Medical Doctors’ Weekly. Dr. Yang, Kwang-Mo, CEO of Healthlog, the most successful health blogger in Korea, was another speaker, and he talked about Health 2.0. While I uploaded my presentation file at Ogilvy Health blog, since it is in Korean, let me summarize my key messages towards medical doctors and hospital marketers at the event.

I have observed and talked with many people who want to use “social media” for corporate purposes. What I noticed is that there are two types of approaches. 1) The first type has the emphasis on “Media”: they try to leverage social media as ‘PR’omotional media. A big mistake for this type of people is being “too much promotional” and they approach social media like homepage. 2) The second type, which is a much better group, has the emphasis on “Social”: they try to ‘being social’ with stakeholders via this new media. They do not just throw out their promotional messages, but, listen, and engage with people.

Many medical doctors ask their PR staffs or PR agency “I don’t know(care) what the social media is, but, just open it, fill with a lot of information, and I hope much more patients will visit our hospital.” Wrong. The leader of the hospital should spend their time to being “social” with patients and community. Sometimes, they open a hospital blog, and just transfer all the contents from their previous homepage. Wrong. While the homepage is about hospital information, the blog/social media is about story.
From a communications perspective, “being social” is about exchanging stories, not just dry facts and information. So, if someone wants to use ’social media’ that means the owners(e.g. medical doctors, corporate executives, etc.) commit themselves to be SOCIAL.

p.s. According to Webster.com, the definition of ’social’ has the following meanings:

“involving allies”

“pleasant companionship”

“relating to human society

“interaction”

“welfare”

“cooperative and interdependent relationship”

http://www.asiadigitalmap.com/

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