Friday Forecast: But Wait...There Really is More...5 Fast Takeaways From Lipstick's Francine Bergman

by Rick Petry on Oct 13, 2017 10:14:22 AM Digital Marketing, Advertisements

This is the third in an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

Recently your Friday Forecaster sat down with Francine Bergman, the president and producer extraordinaire behind Lipstick, Inc., a premier Los Angeles-based production and marketing company that specializes in direct response television (DRTV).

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Friday Forecast: Push and Pull Marketing in the Omni-Channel Age

by Rick Petry on Sep 8, 2017 3:25:01 PM Brand Marketing, Consumer Behavior, Advertisements

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Back That Claim Up! Examining Claim Substantiation

by Bill McClellan on Jul 27, 2017 3:28:36 PM Advertisements

How do we maintain trust in advertising in a time of increased skepticism of the media? One way is through claim substantiation. During the 2017 ERSP Self-Regulation Summit held in conjunction with the Government Affairs Fly-In in Washington, D.C., our panel of advertising lawyers weighed in on how to navigate the complex world of claim substantiation.

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What’s Telemarketing Got to Do with It?

by Bill McClellan on Jul 19, 2017 9:41:28 AM Advertisements, Consumer Protection

Let’s travel back in time to the 90’s when the majority of lead generators were small sales floors. Fast forward to 2017 and you can probably list off the timing and location of when and where you received your last five robocalls.

This is something you can thank online lead generation for according to Lois C. Greisman, associate director, Division of Marketing Practices, Federal Trade Commission (FTC). She says that by visiting websites and filling out your information, you could be placed on every call list available.

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Friday Forecast: Budweiser's Patriotic Tribute Strikes the Perfect Note

by Colleen Ferrier and Rick Petry on Jun 30, 2017 9:30:15 AM Advertisements

Have you seen it? The moving video courtesy of United States Marine Core veteran and actor Adam Driver done in collaboration with Budweiser and the Folds of Honor Foundation, a non-profit that gives scholarships to family members of fallen and injured veterans who have served the country? Take less than four minutes out of your life to watch it below, and then report back. Don’t read below until you have. Then: we need to discuss.

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What’s Hot in Digital Media? What’s Not Quite so Hot?

by Bill McClellan on Jun 29, 2017 2:10:11 PM Digital Marketing, Advertisements

It’s time to play a game called, ‘what’s hot and what’s not in digital media?’ The insight comes from the 2017 Government Affairs fly-in panel presentation entitled “What’s Hot & Not – Policy & Marketing Strategies for Digital Media.”

We were joined by Jonathan Gelfand, chief legal officer & SVP business development, BeachBody LLC, Rich Cleland, assistant director for advertising practices, Federal Trade Commission (FTC), and the panel was moderated by Jeff Knowles, partner, Venable LLP.

Our panelists explored the opportunities and challenges associated with issues in the blossoming digital landscape.

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Friday Forecast: What's Up With Networks' Nielsen Titling Monkey Business?

by Colleen Ferrier and Rick Petry on Jun 23, 2017 9:41:40 AM Advertisements

While perusing the most recent issue of The Weekly Standard, your Friday Forecasters came across this curious headline: “NBC’s Fake News Show.” The piece went on to explain that NBC had recently come under fire for selectively changing the title on their primetime news show from NBC Nightly News to NBC Nitely News for the purpose of Nielsen’s audience ratings tracking.

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Friday Forecast: Q3 Snapshot: 5 Things DRTV Advertisers Can Expect

by Colleen Ferrier and Rick Petry on Jun 16, 2017 4:17:49 PM Advertisements

This week your Friday Forecasters sat down with Scott Kowalchek, President & CEO of DirectAvenue, a short form direct response television (DRTV) and brand media planning and buying agency. Our aim: to identify trends that may have an impact on the third quarter DRTV media marketplace as well as evolving directions that are likely to impact such advertisers into the future. 

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Friday Forecast: The Normalization of Digital Piracy: A Blight on Advertisers

by Colleen Ferrier and Rick Petry on Jun 9, 2017 1:00:47 PM Consumer Behavior, Advertisements

There’s a lot of talk about shifts in media consumption habits by generation and the implications that it has for the traditional interruptive television advertising model. We know eyeballs are shifting away from TV onto smartphones, tablets, laptops, and desktops, especially among the demographic groups under 35 years of age. We know too that more content is being streamed on a delayed or on-demand basis and that viewers are either fast forwarding past our commercials or foregoing them altogether.

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Tuesday Forecast: Super Bowl LI Ads - America The Beautiful

by Colleen Ferrier and Rick Petry on Feb 7, 2017 12:00:00 PM DRTV, Advertisements

This week our Friday Forecast appears on Tuesday so that we can dive into the water cooler talk du jour: the annual battle for supremacy known as the Super Bowl and its attendant commercial advertising.

Politics took center stage this year, yet amid our national disunity, the focus was on themes of inclusion, diversity, and commonality. These motifs were delivered with a range of approaches that varied from broad humor to thought provoking poignancy. From immigration to pot legalization, gender politics to religious differences, the full gamut of our political zeitgeist was on display. And yet for all of it, nothing was overtly controversial, mirroring halftime entertainer Lady Gaga’s decision to play it down the middle. While some might consider the approach largely bland or uninspired, we would argue that it was just the kind of feel good balm this country needed as it took a break from ceaseless infighting to gather together and applaud what has become the quintessential American unofficial holiday and celebration (smarting Falcon fans aside).

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The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.