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The Marketers' Challenges

The marketing and advertising industries are feeling the pressure more than ever to change and innovate. Commenting on what the persuasion industries are confronting today are Kevin Roberts, CEO, Saatchi & Saatchi Worldwide; Douglas Atkin, chief strategy officer for Merkley+Partners; Bob Garfield, columnist for Advertising Age; Andy Spade, Song Airlines' creative consultant; Naomi Klein, author of No Logo; and Mark Crispin Miller, media critic. These excerpts are drawn from their extended FRONTLINE interviews.

 

 

The New Meaning of 'Brand'

In a competitive, product-saturated marketplace, a new product needs to have something beyond the brand -- an added value, an idea, a "story" behind the brand. Commenting on this new ideology in marketing and what it says about today's consumers and society are Kevin Roberts, CEO, Saatchi & Saatchi Worldwide; Douglas Atkin, chief strategy officer for Merkley+Partners; Bob Garfield, columnist for Advertising Age; and Naomi Klein, author of No Logo. These excerpts are drawn from their extended FRONTLINE interviews.

 

 

The Magic Connection

As consumers grow more cynical about marketers' claims, the persuasion industries are researching and refining methods to reinforce an emotional attachment between Americans and the brands they buy. Commenting on what can create consumer loyalty that is "beyond reason" are Kevin Roberts, CEO, Saatchi & Saatchi Worldwide; Bob Garfield, columnist for Advertising Age; Clotaire Rapaille, market researcher; Frank Luntz, corporate and political consultant; and Andy Spade, Song Airlines' creative consultant. These excerpts are drawn from their extended FRONTLINE interviews.

 

 

Where Are We Headed?

Is there a suprising future ahead for marketers and advertisers? Will there be new ways for them to grab the attention of consumers? Offering their thoughts here are Bob Garfield, columnist for Advertising Age; Frank Luntz, corporate and political consultant; Mark Crispin Miller, media critic; and Kevin Roberts, CEO, Saatchi & Saatchi Worldwide. These excerpts are drawn from their extended FRONTLINE interviews.

 

 

Persuading the Consumer, Persuading the Citizen

The prospect of zeroing in on the right audience at the right time with the right message is irresistable to both marketers and politicians. Increasingly the techniques of persuading Americans to make choices in the marketplace of goods are spilling over into the techniques of persuading them to make choices in the marketplace of ideas. Commenting on this are Ohio State law professor Peter Swire; Frank Luntz, corporate and political consultant; Naomi Klein, author of No Logo; Bob Garfield, columnist for Advertising Age; and Mark Crispin Miller, media critic. These excerpts are drawn from their extended FRONTLINE interviews.

 

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posted nov. 9, 2004

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