February 15, 2022

For 34 years, USA Today has tracked consumer appreciation of Super Bowl commercials in its annual Ad Meter poll. This year’s top spot went to a light-hearted ad featuring Anna Kendrick picking out Barbie’s dream house for Rocket Mortgage, which also won last year with a funny celebrity cameo commercial. Amazon similarly scored big with a self-deprecating spot featuring Scarlett Johnansen and Colin Jost while Doritos landed in the top five thanks to a song from Megan Thee Stallion Continue reading

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February 11, 2022

With the 2022 Winter Olympics in full swing, this video looks at how the International Olympic Committee (IOC) earns billions of dollars through brand partnerships. Along with providing benefits for both major companies and the IOC, these big-time deals have also led to some challenges during this current edition of the games. 

Questions:

  1. Do you think it is worth it for companies to spend billions of dollars on brand partnerships at the Olympics? Why or why not?
  2. Why are Continue reading
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February 4, 2022

The company formerly known as Facebook is going through something of an identity crisis.  Rebranded as Meta last year, the tech giant changed its name in order to signal its transition from social networks to the virtual world of the “metaverse.” Although the company has staked its future on this unproven concept, this week Meta had to contend with the consequences of a miserable earnings report that painted a gloomy picture of its present situation. 

In the most Continue reading

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January 28, 2022

Influencers who amass huge followings on social networks like Instagram and TikTok can earn big money through sponsored posts and other partnerships with brands. But promotional opportunities do not come around every day, and often influencers must deal with inconsistent income as brands pay for exposure one month and then opt out the next. That’s why Instagram is testing a new service for content creators that will allow them to charge money to subscribers who will then have access to Continue reading

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November 23, 2021

The 2020 edition of the Macy’s Thanksgiving Day Parade was unlike any in the event’s 97-year history: limited to just one block, no marching bands, and no crowds of cheering spectators. This Thursday, though, the big balloons and bands will largely be back as Macy’s continues one of the longest running promotional efforts in business. The brief video below from 2019 looks at the history of the parade and the various ways it has both evolved and stayed the same Continue reading

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October 26, 2021

In April, the tech giant Apple made a change to its privacy policy that prohibits advertisers from tracking users without their consent. Analysts predicted that this decision would lead to major changes in the $100 billion mobile ad market led by social networks like Facebook and Snapchat. These fears were confirmed for the latter last week when Snapchat announced that the policy prevented it from measuring the reach of its mobile ads, sending its stock price tumbling by 25 percent. Continue reading

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July 22, 2021

In the coming months, regular drinkers of the sugar-free soda brand Coke Zero might notice a slight change in the taste of their favorite beverage. According to company officials, the formula for Coke Zero will be altered in order to “deliver an even more iconic Coke taste.” While this might seem like a relatively harmless change, any alteration to a Coca-Cola product draws plenty of public scrutiny after the company’s disastrous launch of “New Coke” in the 1980s.

Back then, Continue reading

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July 14, 2021

The uncertainty and strain of the coronavirus pandemic caused a significant uptick in stress among millions of people across the country. According to a survey conducted by the CDC, nearly one-third of Americans said that they had recently experienced symptoms of depression or anxiety. In 2019, that number sat at just 11 percent. 

As a result, companies are making sure to emphasize stress-relief and wellness in their marketing campaigns and as features of new products. For instance, Lincoln is Continue reading

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June 17, 2021

After a year-long delay due to the pandemic, the UEFA European Football Championship is finally taking place across the continent until mid-July. Along with giving sports fans a smorgasbord of summertime soccer to watch, the Euro tournament also provides major brands with a golden opportunity to reach captive global audiences. But as Coca-Cola found out this week, sometimes grabbing attention on such a large stage can backfire big time. 

On Monday, the Portugese superstar Christiano Ronaldo held a press Continue reading

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March 4, 2021

In recent years, tech giants like Google have faced increasing scrutiny from international legislators and privacy advocates for tracking users across the Internet. Companies take this information and use it to personalize advertising based on someone’s previous browser history. Faced with building opposition to these potentially invasive practices, Google announced this week that it would stop using and investing in tracking technologies. 

“If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how Continue reading

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