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What Does Coke’s Social Media Study Mean for Your Business?

By Bob Clark On April 2, 2013 · 1 Comment
Coca Cola recently reported results of a marketing study showing that social media “buzz” did not have a measurable impact on short term sales. Wendy Clark, VP Marketing at Coke , quickly clarified in a follow up Ad Age article that social media “in isolation” did not have an impact, but is still considered a [...]
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Market Share Strategy Across Category Lifecycle

By Bob Clark On March 26, 2013 · Add Comment
The examination of category lifcycles as means to develop winning marketing strategies has marketers thinking in a new way. This is a topic on which I speak often — a mantra of mine. The premise is this: the strongest marketing programs are those that conform to the life stage of the category, rather than the [...]
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The Five Traits of a Successful Marketer

By Bob Clark On March 21, 2013 · 1 Comment
Marketing is a vital corporate function in that it leads to strong positioning, communication and, ultimately, growth. Good marketers master a wide skill set in moving key growth initiatives through the organization, and are often tapped for leadership roles later in their careers. Here are five personal traits of successful marketers that I have observed [...]
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Branding a University – “Temple Made”

By Bob Clark On March 5, 2013 · Add Comment
What do you do when a large, well-known public university in the heart of one of the largest cities in the U.S. is having an identity crisis(?) or should I say “lack of identity” crisis? Temple University, the largest university in Philadelphia, with over 35,000 students, was eager to dial up a positive image and [...]
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Using 15 Second Advertising Effectively

By Bob Clark On February 21, 2013 · Add Comment
Our attention spans are short, and advertisers have embraced the 15-second TV advertisement as a viable, lower cost alternative to the traditional 30-second ad. The trend towards shorter ads is also driven by the cross purposing of ads across television and internet/mobile applications. Studies indicate that the impact of the 15 second advertisement when shown [...]
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Trade Magazines–Formats Change but Brand Value Remains

By Bob Clark On February 14, 2013 · 1 Comment
The business environment for all magazines is dramatically changing. Print circulation is declining as consumers seek out information on-line or simply wish to de-clutter their lives. Newsweek closed its print operation entirely and moved on-line at the beginning of 2013. Newsweek’s editor, Tina Brown, explained the move as inevitable, telling the New York Times “You [...]
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Creating Company Name Ideas – A Practical Approach

By Bob Clark On February 7, 2013 · 4 Comments
Few tasks in business are fraught with as much undo anxiety and emotion as naming your company. Choosing a name that will live on as the business grows seems of utmost importance – not unlike naming a child.  But what starts off as a fun brainstorming activity over a beer devolves into a long list [...]
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Volkswagen Misses On “Toss” TV Advertisement

By Bob Clark On January 27, 2013 · 3 Comments
Sorry, but this ad doesn’t work for me. I have reviewed a lot of TV commercial advertising working for large consumer products companies.  I look for an endearing insight into the way people feel about themselves tied to a strong product message. Volkswagen commercials are usually insightful and warm – and mostly hit the mark [...]
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B2B Demand Generation Survey – Part 2

By Bob Clark On January 21, 2013 · Add Comment
Guest post by Ashley Verrill Earlier this month, we posted a portion of the results of a recent Software Advice report regarding trends in business-to-business demand generation programs. Today, we’d like to delve into a few of the other key takeaways from the B2B Demand Generation Benchmark Survey. One of the important findings in the [...]
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Survey Shows Top Tools For B2B Demand Generation

By Bob Clark On January 21, 2013 · 1 Comment
In the fall of 2012, we posted a link from our site to participate in a survey on demand generation tactics for B2B companies.   Software Advice published the results of the 2012 B2B Demand Generation Benchmark Survey.    While every business has unique approaches to building leads, these results are a great guide to what works [...]
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Bob Clark is a veteran marketer with global consumer product companies. He continues to lead marketing teams at large and mid-sized consumer product companies and is interested in sharing insights regarding marketing strategy topics for practicing marketers and company leaders. Bob has also taught at Drexel University MBA program and speaks and writes nationally on marketing topics.
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