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According to a survey scheduled to be released today at the 2005 Marketing Accountability Forum, a conference sponsored by the Association of National Advertisers, 61.5 percent of survey respondents said defining, measuring and taking concrete steps in the area of advertising accountability was important, but only 19 percent said they were satisfied with their ability to take those steps, The New York Times reports. Seventy-three percent were not confident that they understood the effects that an advertising or marketing campaign could have on sales.
While accountability has always been desired, the new energy behind the hue and cry for stronger marketing accountability may be a result of the Sarbanes-Oxley Act of 2002 and the overall need for C-level executives to better understand the overall financial health of their companies.
Comcast is hoping to enlighten media buyers on the ways of young men ages 18-34 with its new “field guide,” titled Hunting with Lightsabers, that has been in the works for a year and is now available.
The guide provides…
One of the few remaining tabloid book review sections in the country’s newspapers bought the farm this weekend.
The Chicago Tribune, which last year moved its stand-alone book review tabloid from Sunday to Saturday, has killed the section altogether, replacing…
A “Money Bus” took off to begin its tour of the country this week. The bus - part of a campaign by Kiplinger’s Personal Finance, the National Association of Personal Financial Advisors (NAPFA) Consumer Education Foundation, and TD Ameritrade Institutional…
Though prime time viewing on broadcast is down, all four networks are up in viewers for NFL games through the first four weeks of the season, compared to last year.
NFL games are scoring high ratings in part because the…
Most Americans are very concerned about their internet privacy and many are taking steps to limit the information that is being collected and shared about them online, according to a poll from Consumer Reports, MarketingCharts reports.
To combat what they view…
Companies are struggling with how to adapt to serve a new wave of consumers from the Millennial Generation (or Gen Y) - born between 1982 and 2001 - according to a global survey by the Economist Intelligence Unit and Alcatel-Lucent company Genesys, reports Retailer…
