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Adweek October 7, 2019

The all-new Adweek features news and information for marketing, media and advertising professionals that you can’t find anywhere else. Each issue includes profiles and interviews with top newsmakers, critiques of hot ad campaigns, the latest trends in print, digital and advertising and much more.

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Adweek, LLC
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2 мин.
the road to brandweek

NOV. 3-6 • PALM SPRINGS, CALIF. • TICKETS AVAILABLE AT BRANDWEEK.COM Adweek: How do you navigate marketing and advertising in the age of rapid consumer feedback? Fernando Machado: It all starts with a clear definition of the brand positioning, brand values and personality. We always aim to do work that stands out. We don’t have the largest budget, so anything we do needs to stand out and be unequivocally linked to our brand. If we only compete on budget, we will lose the battle even before it starts. One thing we know is that anything that stands out will get some level of criticism. That’s why it is so important to know what the brand stands for. Which buzzword is top of mind for Burger King? In the recent past, [artificial intelligence] probably ranked…

1 мин.
the future is private

The California Consumer Privacy Act will come into force in January 2020. The bill, which still has to be signed into law, requires publishers to inform California residents of their right to opt out of online ad targeting. As the media industry scrambles for solutions to bring more transparency to data brokerage, research shows marked consumer resistance to ad tech. A recent survey of 1,004 people (not all California residents) by BritePool and Annenberg Research found the vast majority (87%) would opt out of having their personal information sold to third parties. However, when given the option to be rewarded for sharing personal information, 21% opted in and only 61% declined. The advertising industry isn’t waiting for more regulations to set new policies. The IAB Tech Lab has created a way for…

1 мин.
chatbots vs. humans

Chatbots can outperform salespeople—with one big caveat. A study published in the journal Marketing Science analyzed 6,200 outbound sales calls by bots and sales reps to customers of an Asia-based financial services company. When the customers knew they were speaking with a chatbot, sales dropped by 80%. When they didn’t know, the bots were four times more likely to close the deal than inexperienced salespeople. “The negative disclosure effect seems to be driven by a subjective human perception against machines,” the researchers wrote, raising ethical concerns about the nascent industry.…

1 мин.
in adweek history june 1986

One of the more reliable tricks in the commercial realm involves reaching into the past and finding some forgotten star to resurrect, the latest example being the Brady Bunch kids for HGTV’s latest renovation series. But one of the pioneering efforts in where-are-they-now casting took place in 1986, when Quaker Oats produced a special box featuring Mikey, the finicky kid who, in ads that first aired in 1972, “hates everything”—except for Life cereal. Adweek, celebrating 40th anniversary this year, enthused then over the fact that Mikey was “no longer a chubby-cheeked toddler.” And indeed he was not: actor John Gilchrist had grown into quite the strapping 18 year old. He appeared on the box with other young bucks in Quaker’s “Guess Who’s Mikey” contest. The prize for the first 5,000…

5 мин.
make slogans great again

Red hats took on new meaning in the years leading up to 2016. They seemed to symbolize their own movement and connotation and seeing one now likely makes you feel a certain way. That’s the power of a brand. Specifically, it’s the power behind President Trump’s 2016 slogan to “Make America Great Again.” As the nation heads into the 2020 presidential election, that’s what challengers are up against. These candidates—and their respective brands—have to come up with a splashy, succinct way to communicate their positions and stand out from Trump and his throng of symbolic red baseball caps. The challenge this time around isn’t simply going up against the MAGA brand, and it’s not just about shock value. Candidates have to establish a brand that is broad enough to appeal to a…

4 мин.
live pd keeps a&e thriving

Many networks are panicking as linear ratings continue to plummet—but not A&E. The network saw nine consecutive quarters of year-over-year growth in the 25–54 age demo, due in large part to a show that has quietly turned into one of TV’s most successful franchises: Live PD. The show, which is hosted by Dan Abrams and follows police officers around the country live for three hours on Fridays and Saturdays, has made A&E the No. 1 cable network during those days in the same demo (in live-plus-3), lifting the net 20 spots from its prior rank before the series debuted in 2016. During its 200-plus episodes, Live PD has ranked No. 1 in all of cable and broadcast in that demo 25 times. And as networks try to keep audiences from fleeing to…