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Despite the fact 78 percent aren't swayed by celebrity endorsements, MasterCard is moving ahead with a Kardasian sisters-branded card. And, as Holly McKay writes on Fox News, MasterCard isn't alone. Brands can't sign deals fast enough these days.
We weighed in on this phenomenon telling Fox News, "Celebrity endorsements fall into the 'whatever works' category of marketing. If a brand thinks a particular celebrity will catch the attention of the public, in a good way or bad way, they will strongly consider signing a deal with them. In some cases, the more ridiculous the better, and currently what sells is the trashiest trash one can find about a celebrity."
Ever since busty Candice Michelle's tank top almost fell off in front of a "broadcast censorship committee" in a Super Bowl commercial several years ago, domain name registrar Go Daddy has milked it for all it's worth. With Go Daddy Girl after Go Daddy Girl, the brand has strictly adhered to the salaciousness sells approach to advertising.
From Vanessa Rousso to Ella Koon to Erin Kalin to Danica Patrick, to newcomer Jillian Michaels, Go Daddy isn't shy about serving up sex despite it being derided year after year for its crass approach to advertising.
Go Daddy CEO calls his approach to advertising GoDaddy-esque which he labels as "edgy, fun and slightly inappropriate."
In this year's Super Bowl broadcast, the company's 7th consecutive year, Go Daddy will air three commercials; two during the game and one in pre-game. Each of the commercials, produced in-house by Go Daddy productions, will feature both Danica Patrick and newcomer Jillian Michaels from Biggest Loser.
You've got to laugh at these celebutantes who pump themselves up to E cup deliciousness and then end up regretting it after the fact. Apparently, that the sentiment UK Big Brother star Chantelle Houghton has about her surgical boost to 32E.
But that minor issue didn't stop Houghton from using her assets to make a little money along the way. In a new campaign for La Senza, Houghton proudly flaunts her generous curves for the lingerie brand.
Sharing her regret over having the surgery, Houghton told Heat magazine, "They're just too big. Now I just want to hide them. I thought I wanted to go up to that size and I loved them at the time, but now I wish I'd never had them done."
Well, Chantelle, hoisting your pulchritudinous puppies into some revealing lingerie is hardly going in the right direction if concealment was your goal.
Backpedaling from one of the biggest marketing gaffs in recent history, Gap, following overwhelming public pressure, has, unsurprisingly, announced it will box it's new logo and return to the original design. Announced last week, the new logo, designed by Laird & Partners, was roundly mocked by the design community, especially when the brand asked designers to "crowdsource" new ideas (un-related to the new logo the brand insists) for free.
A statement on the brand's Facebook page now reads, "Ok. We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what's best for the brand and our customers. So instead of crowdsourcing, we're bringing back the Blue Box tonight."
Didn't you know? What? You didn't? Well let us let you in on a little secret. If you want to have hot passionate sex with that hunk you've been drooling over, ladies, all you have to do is slap on some Gucci Guilty and the man of your dreams will miraculous appear and ravage you to completion.
Actually, that's a lie. Why? Because it was in a commercial. No. In the real world, men don't need much motivation at all when it comes to that particular activity. You barely have to smile and the guy already wants to hop on. But this is Gucci we're taking about so that line of thinking is a bit crass here.
In an examination of how social media is dramatically changing the way people consume media and how marketers use (or should) use it, iCrossing Social Media Director Alisa Leonard writes, "the rise of social media is more than simply the rise of a new 'channel' opportunity. It has signaled the rise of a new, complex consumer modality, generating altogether new behaviors and communicative norms in general.
Continuing, she writes, "We, as consumers, seem to be on the brink of a kind of techno-cognitive nomadism, a world in which communication output is evermore ubiquitous, ambient and continuous --where conversation and activity, from tweets to Likes and Shares, are not only visible pieces of meta-data, but forms of content in their own right. The link between content, identity and activity is tightening, fast. We continue to witness the evolution of content and its consumption as a direct corollary to the evolution of the social web itself."
This contributed article comes to us from Philippe Guegan, VP Strategy & Engagement at Big Fuel Communications, a full-service marketing and communications company based in New York. Philippe discusses how social media is moving from a cool, new idea to a practice that requires mainstream integration and implementation.
This season, social is the new black. Fashion victim, fashionista: these are words not easily applied to me. However, I have learned one valuable lesson over the years by observing an industry that's always on the lookout for the next big thing: if you wait long enough, past trends and patterns will make a comeback.
This is exactly to the case with social media right now. As all things social start to mature, the same evolution that took place in the digital marketing industry only a few years ago is emerging: social is fast becoming less about experimentation, and more about regular production. In fact, production is the key word in many ways, which I'll come back to a bit later.
As you may have heard, Eric Proulx made a wonderful movie called Lemonade: The Movie. I had the pleasure of being one of 16 people featured in the film which told the stories of people who had been laid off, the trials and tribulations they went through and the new directions and successes they found.
Well, along comes The Apprentice. This year, the show is going back to its roots. Leaving behind the celebrity idiocy, the show will, again, focus on unknowns who were laid off during the recession and are currently trying to make a go of it. The promotional clip for this year's show is eerily similar to Lemonade: The Movie.
Antonio Federici ice cream, which had its pregnant nun ad banned by the UK's Advertising Standards authority for making a mockery of Roman Catholic beliefs isn't taking the ban laying down. The company plans to continue with the same theme and, in addition, make a point of targeting Pope Benedict with the campaign during his four day visit to the UK which begins today.
An Antonio Federici spokeswoman said, "We intend to defy the ASA's ban and will publish another ad from the series before the Pope's visit later this week. We are also in the process of securing billboards close to and along the planned route of the Pope's cavalcade around Westminster Cathedral."
The ad carries the tagline, "Immaculately Conceived ... Ice cream is our religion."
In a PSA from the Physicians Committee for Responsible Medicine we see a dean man laying on a gurney with his grieving wife at his side. As the camera pans down his body, we see the man is holding a half-eaten hamburger. As the camera pans to his feet, we see the Golden Arches drawn over his cold feet and we hear a voice over tells us all the bad things a non-vegetarian diet can do to us.
The message is clear. McDonald's is killing us. Of course that's totally untrue. Much like the pro-gun camp would say, food doesn't kill people, people who put the wrong kind or too much of it in their mouth do. Obesity and all that comes with eating bad food isn't caused by a marketing campaign. It's caused by shoving the wrong food in one's mouth.