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    Confessions of an Account Exec.: 5 Steps to Pitch on Time

    Confessions of an Account Exec.: 5 Steps to Pitch on Time
    Wouldn’t it be nice if you could read an editor’s mind and know exactly what kind of content they wanted and what sources they were looking for, so that you could tailor your pitch accordingly? With an editorial calendar at your fingertips, you don’t have to be a mind reader. An editorial calendar shows the major editorial features, sections, themes, and ...
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    Confessions of an Account Exec.: PR Life Is Good Right Now

    Confessions of an Account Exec.: PR Life Is Good Right Now
    The economy may be in the trenches, but in PR, business couldn’t be better. According to a report recently released by the Council of Public Relations Firms (CPRF) on a series of results from an online survey of its members this year, more than 70% of firms have seen an increase in profits so far in 2010 compared to the first ...
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    Confessions of an Account Exec: Stepping Out of Your PR Comfort Zone

    Confessions of an Account Exec: Stepping Out of Your PR Comfort Zone
    A public relations specialist is an image shaper. My job is to generate positive publicity for my clients and nurture, maintain and enhance their reputations. All too often, PR executives get hung up on weighing their successes or failures by the amount of TV hits or print placements and their accompanying media values. But public relations is also about establishing and ...
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    7 Free Web Alternatives to Photoshop

    7 Free Web Alternatives to Photoshop
    Tired of going through trial versions of Adobe Photoshop? Frustrated by the limitations of common accessory programs like Paint? You're not alone. Adobe Photoshop may be the holy grail of photo editing software, but that doesn't mean you've got to break the bank to produce high-quality photos! The Internet has spawned some amazing open source photo editing programs that'll get the ...
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    PR Companies: Who Are They Hiring?

    PR Companies: Who Are They Hiring?
    Getting your foot in the door of PR is the easy part. How to make sure the door doesn't get slammed in your face is what most people want to know. Whether you're interested in corporate, celebrity, publishing, government, hotel, travel, small business, or international public relations, you have to start at the ground level. (And beware, some companies will make ...
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    What Have You Done for Me Lately?

    What Have You Done for Me Lately?
    Companies are under pressure to get the results of their marketing money. Here's how to prove you're delivering. Marketing budgets are easy to cut in an economy as punishing as this one, so it’s never been more essential to prove marketing works. Here’s how some top companies demonstrate their worth: Help do the research. “Our biggest challenge is getting clients to ...
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    Online Advertising Made Simple

    Online Advertising Made Simple
    Follow these essential tips for an online campaign that increases sales. Right now, the internet accounts for one third of the typical media day for all U.S. adults. Consumers spend nearly four hours online daily according to a report from The Media Audit--that’s 32.5 percent of their media time compared to daily exposure to newspapers, radio, TV and outdoor advertising. The ...
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    A Marketer is a Terrible Thing to Waste (P.2)

    A Marketer is a Terrible Thing to Waste (P.2)
    Last week, Beth Comstock, chief marketing officer and senior VP at GE discussed the importance of Marketers in rebuilding the economy. Today, more tips on the importance of reexamining value, how to measure success, making innovation the lifeline and investing in the best. Reexamine Value and How To Measure Success According to a recent study of CMOs conducted by executive recruiting ...
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    A Marketer is a Terrible Thing to Waste (P.1)

    A Marketer is a Terrible Thing to Waste (P.1)
    Beth Comstock, chief marketing officer and senior VP at GE, explains how marketers can help rebuild the economy. At many companies, marketing has long been the fair-weather friend— highly visible when times are good, starved of attention and resources when things are tough. As a result of the economic downturn, marketing budgets are being slashed and the stewards of many of ...
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    Critics in a McFurry Over Product Placement

    Critics in a McFurry Over Product Placement
    Critics consider the practice stealth advertising—and are pressuring the FCC for tougher regulation. Nothing infuriates Corie Wright more than when a TV network and advertiser try to sneak a product pitch past viewers. Case in point: Elisa and Jack of 30 Rock fame discussing whether McDonald's McFlurry is the best dessert in the world. "It's egregious and deceptive," says Wright, a ...
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    Clever Insights for Brand Builders

    Clever Insights for Brand Builders
    Brand builders always instinctively felt that the sales lever so loved by consumers, the price promotion, was not just grubby but also damaging to the long-term health of a brand. That said, we've rarely been able to articulate our dislike of price promotions in a way that stands up to any kind of scrutiny, making us seem petulant and uncommercial in ...
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    Social Media Networking: The New Frontier for Interacting With Customers

    Social Media Networking: The New Frontier for Interacting With Customers
    The marketing experts tell us that there are three steps to getting our customers to act to choose us - think, feel, and do. Last month, we discussed some of the items that develop the "think" component, making people aware of your company. We stressed the importance of the basics in getting your Web site to best represent your company and ...
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    Stretch Your Marketing Budget By Thinking Outside the Box

    Stretch Your Marketing Budget By Thinking Outside the Box
    The fact that a T-Mobile ad has attracted more views on YouTube than Barack Obama's historic inauguration speech may be viewed by some as a dispiriting sign of the times. The clip of commuters breaking into a dance routine at London's Liverpool Street station is, at the time of writing, the 57th most- viewed YouTube clip of all time. Its popularity ...
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    Reinforcing Your Marketing Message

    Reinforcing Your Marketing Message
    There is a growing need to make an immediate impact on consumers in a world where they are relentlessly exposed to thousands of marketing messages a day. This has led to a temptation for some retailers and brand owners to abandon the traditional field- marketing techniques of merchandising, auditing, sampling and mystery shopping, in favor of more experiential methods. Fully aware ...
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    5 Deadly Marketing Mistakes

    5 Deadly Marketing Mistakes
    In my book, Kick-ass Copywriting in 10 Easy Steps, I teach small and mid-size business owners who can't afford to hire professional copywriters how to write effective copy that will bring the results from their marketing efforts that they want and need. However, just as there are steps you must take to write great copy, there are also mistakes you can ...
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    Boost Your Brand

    Boost Your Brand
    Inventor Michael Boehm's instincts told him the concept he had been shopping to various manufacturers—a portable contact grill that cooks food items faster and more healthfully—had great promise. So why couldn't he find a corporate partner to help take the product to market? It was 1993, and Boehm had spent a year fruitlessly searching for someone to buy into his idea. ...
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    Branding Myths (and How to Avoid Them)

    Branding Myths (and How to Avoid Them)
    Do you remember the story of Chicken Little? If one person tells you the sky is falling, you laugh at him. But if you're told the same story over and over, pretty soon you believe it. This also rings true with branding - just because everyone else is saying or doing something doesn't mean that it works. Time and again I ...
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    7 Marketing Techniques to Attract Clients

    7 Marketing Techniques to Attract Clients
    With the global credit crunch biting hard, companies often feel pressured to spend more money on their marketing in the hope that they will get noticed in a crowded market space. There is another way! 1. Know Who You Are Trying to Attract It sounds simple but who precisely do you want as your clients? What are their characteristics? Break the ...
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    Brand Makeovers: 3 Lessons in Reinvention

    Brand Makeovers: 3 Lessons in Reinvention
    Brands are like beauty queens: Even the most illustrious need makeovers from time to time. Big names overhaul their brands to boost sales by getting back in touch with their original identity, or forging a new and improved one. Not so long ago, Target competed directly with other discount big-box stores. Today, it has a distinct image, affluent customers and powerful ...
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    Five Don'ts for Marketing in Tough Times

    Five Don'ts for Marketing in Tough Times
    Unpredictable. Slow. Bleak. Grim. Gloomy. All words that have been used to describe the economic outlook for the balance of 2008—and depending upon who you talk to, the scenario for 2009 and beyond. Standard & Poor's believes the economic difficulties we've been experiencing due to the mortgage mess and skyrocketing oil prices will be at their worst early next year (BusinessWeek.com, ...
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