Advertising on the Edge: The Economist guide

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... deregula-tion of the skies in Europe and the United States allowed them into the market. Within limits, they were able to choose which routes to operate on. They were unencumbered with the obligations ... compilers for the accuracy of the information presented. This publication contains the author’s opinions and is designed to provide accurate and authoritative information. It is sold with the understanding ... understanding that the author, the publisher and The Economist are not engaged in rendering legal, accounting, investment-planning, or other professional advice. The reader should seek the services...

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... for their patience and for all the information they provided to us.3 The multidisciplinary approach of MLA gathers information on land use in village and eld, and studies local perceptions on ... have the role of protection of the village against oods and erosion. Villagers consider gardens the second most important land type, especially for those who live on the upper part of the ... and that their perception has followed their progressive settling process. In these forest areas, they also gather small materials for tools and cattle fences. On the contrary, women consider...

... reconcile their beliefin the Constitutional right of free speech with the recognition that the Constitution provides the same rights to all, including hate groups. The protection of these freedoms ... to accept information gathered at facevalue; consideration of the sources of information and their accuracy;questioning whether information is fact or opinion and whether the sourcehas biases ... patrons to be independent online information seekers. The 10Hate on the Internet: A Response Guide for Educators and FamiliesA Partners Against Hate publication36Hate on the Internet: A Response...

... YouworkinMarketing.Let’ssaythatamongyourtasksisnettingafewjuicyspeakingopportunitiesforyourcompany’stopexecutive.Youfillout the forms.Follow‐up.Nail the gig.Akeynote,noless!Yay!Priorto the event,youdraftaMediaAdvisoryabout the CEO’supcomingspeech.Youpingmembersof the mediawhowillbeinattendance:“wanttohookupwith the CEOforlunchafterherspeech?”Youattend the keynotewith the CEO.Youtakenotes on herspeakingpoints:thesecouldbe the crumbsofanewtrendpitch…Immediatelyafterherspeech,youscurryabout the auditorium,scanningforgreenpressbadges.Maybeyoucandrumupanextrabriefingortwo–orthree!Afterit’salldone,youhaveadrinkandrubyourachingfeetin the airportlounge.Jobwelldone,missionaccomplished.Sure:yesterdaythatwouldhavebeenenough.Yesterdaythatwouldhavenettedyouan“attaboy”from the CEO.Tomorrow,though,thatplanofactionwillnotbeenough.“Tomorrow”youwilldoALLOF THE ABOVE,plus,in the dawningageofContentMarketing,you’llwantto:• Interview the CEOin the car on the wayto the event,withyourFlipcam.• Hustle the CEOintoaquietconferenceroomforanimpromptupodcast.• ... it'scertainlynomorenefariousthan the targetingtechniquesthatbigadvertisers,politicalcampaigns,etal.currentlyusetotrytoinfluencepeople.So,now,extendthisapproachwithyourownbrand.Whatifyouareamarketingexecatacompanythatsellsdigitalcameras?Howaboutcheckingoutthislinktosee the mostpopulardel.icio.uspoststaggedwith the phrase“digitalcamera.”Youseethat the toplinkisto the well‐regardedblog,DigitalPhotographyReview,whichhasbeensavedbyover17,000del.icio.ususers.Maybethat’stoomany?Maybeyouwanttofocusan“edgework”campaign on the cutting‐edgeFlickrcommunity?Cool. The #2most‐savedlinkusing the “digitalcamera”tagisthisone:“Top10cameras on Flickr–Digitalcameranews–Logicamera.com,”whichhasbeensavedby111people.Whatcanyoudowiththisinformation…?Example:Perhapsyourclientisabigcameracompany,whichwantstocreateafocusgroupforanupcoming“dummy‐proof”dSLRbyrecruitingpeoplewhohavepubliclysavedatleastten“digitalphotography101–style”links.Firstoff,youcouldcreateamicrositecontainingaspecialoffertopeoplewhovolunteerforthisfocusgroup,andthen“saveitfor”thisnewbiegroupwhomyou’veidentifiedvia the del.icio.ustagsearchstrategywe’veoutlinedhere.Onehundredandninety‐fourpeoplehavesavedthisarticleabout“WhichlensesformyDigitalSLR?”Given the “tutorial”toneof the article,it’ssafetoassumethatthese90peoplearelikelygettingseriousaboutphotographybutmaystillbefairlynewto the burgeoningdSLRfield.Youcouldcross‐referencethese90usersagainst the 115userswhosaved the “Top10cameras on Flickr”linkmentionedaboveandvoila:you’veidentifiedexactly the typesofpeoplewhomaybehappytoserveinafocusgroupaboutyourclient’snewdSLRcamera–especiallyifyouofferthemabigcouponforyourbrandedgoods,ormaybeconsidergiftingthemwithaFlickrProaccount.Inreturnyou’dgetterrificfeedbackfromsavvyonlineconsumersaboutyourproductandbrand…andpossibly the beginningsofabuzzcampaignaboutyourupcomingproductlaunch.Whenyou’reliving on the edge, the possibilitiesareendless.Ihope the contentinthise‐bookhelpedyouout.I’dlovetohearyourfeedback!Ifyou’vegotquestionsorcomments,dropmealineattdefren@shiftcomm.com.Andbesuretosubscribetomyblog,www.pr‐squared.comformoreinsights,ideasandramblings.Lastbutnotleast,ifyou’reamarketerwhocoulduseouragency’shelp,hop on overtowww.shiftcomm.com.Ifyouthinkbacktosomeof the down‐and‐dirtyideasdiscussedinthise‐book,you’llrealizethattheseconceptsofparticipationandfindabilityareinextricablylinkedto the tactics.Forexample,byreachingoutdirectlytosocialbookmarkusers,youareparticipatinginacommunityandensuringthatyourcontentbecomesmorefindable–throughyourdirectactionwithusers,aswellasbyensuringthatmorepeoplesaveandshareyourcontent(with the affiliatedtagsthatbenefityourbrandandyourSEO).Subtlebutimportantstuff,eh?linkedtomoreoften,somoreandmoreonlineadultsarebecomingexposedtoit,acceptingit,andembracingit.Ifyou’reamarketer,nomatterwhatgroupofconsumersyou’retargeting,thismeansyoumustpayattentionto the socialworldonline.”www.pr‐squared.com40###Whatagreattimetobeamarketer!Now,talkamongstyourselves!www.pr‐squared.com34Forexample: The BabyBoomersarenowreachingretirementage.Thatmeansthat the WWIIgenerationisnowenteringitstwilight.AndthatmeansthatplentyofBoomersaregoingtobecaringfortheirownchildrenaswellastheirelderlyparents,withincreasingfrequency.Accordingto the AmericanAssociationofHomesandServicesfor the Aging,between2007and2015 the numberofAmericansaged85andolderisexpectedtoincreaseby40percent…andby2020,12millionolderAmericanswillneedlong‐termhealthcare. The peoplemostaffectedbythesetrendsarealreadydesperateforsolaceandcounsel,andtheirnumberswillonlygrow.But,mostareSpectators.Wherecantheygo? The thrivingcommunityatasitelikeEonsistinycomparedto the largerneed;besides,asnoted,Spectatorsdon’tevenjoinsocialnetworks.Whiletherearesomegoodresourcesavailableonline,virtuallyallarecurrentlystatic,“1.0”sitesthatwillonlybefoundviaatypicalGooglesearch.Evenwheremessageboardsareavailable,theytendtobescattershot,redundant,and/or the “authority”of the moderatorsisquestionable.Meanwhile, the blogosphereappearstobeveryquiet on theseissues.(Why?Cuz the folksfacingthesechallengesareSpectators!Theyarelookingforcontent,notcreatingit.)Thereisamajoropportunityforalargehealthcareprovider,insuranceagency,ornursinghomesyndicatetocreatecompelling,interactive,ongoingcontentthataddressesthisneed.Imagine the thoughtleadershippotentialforabrandthatgetsthisright,justas the challengeisbearingdown on anentiregeneration?Thatdoesn’tmean“createanewsocialnetwork.”Yetagain: the Spectatorsdon’tjoinsocialnetworks!Sohowdoyoureach the Spectators?www.pr‐squared.com4Ofcoursetherearechallengesforanycompany–evenofBMW’ssize–toscaleandtrainandmonitoragroupof“communitymanagers”thatcouldserveasadjunctsto the marketinggroup.AlsoIacknowledgethatthiswasanunscientificapproach.ForallIknow,BMWisengaging“big‐time”inotherpartsof the blogosphere.BMW’s“failure”inthisexperiment,wasnottakingadvantageofaneasily‐identifiedopportunitytoengage,consistently,inaplacethatissoprominentlyimpactingtheirbrand.Ifyou’renotpayingattentiontowhat’sbeingsaidaboutyourbrandwithin the Top10searchresults,howcanyouclaimtobe“engaged?”Googleiseverybrand’snewhomepage.JustaskSpiritAirlines: the #5organicsearchresultat the timeofthiswriting?Ablogpostthatsays“DoNotFlySpiritAirlines,”whichwassopoorlyhandledby the companythatitspawnedallkindsoftrouble.ParticipationisMarketing. The better the participation–intermsoftone,responsivenessandfrequency– the better the marketing.Thinkaboutwhat the customerswanttohear,notwhatyouwantthemtohear.(Andcertainlynotwhatyouwantthemtobuy.SocialMediaisnot the rightforumforasalespitch.Ifyouwork on buildingloyaltytoyourbrand’spersonality,saleswillfollowinduecourse.)So,if“participation”is the goal,howdoyougetstarted?www.pr‐squared.com31Remember,youonlyget255characterspaceswithdel.icio.us,so,keepitshort&sweet,likeso:“Noticedyou’dsavedSHIFT’sSocialMediaNewsReleasetemplate.ThoughtyoumightalsobeinterestedinthisSocialMediaNewsroomtemplate.There’saPPTavailable,whichdescribes the wholeapproach,atshiftcomm.com.I’mattodd@shiftcomm.com.”That’s247characterspaces,inwhichwe’veexplainedHOWwefound the person(relevancy),WHYweare“intruding,”andWHEREtheycangetmoreinfoifinterested,includinghow‐towriteback,formoreinfo(ortokvetch).It’simportanttonotethatmanypeoplewhousedel.icio.usforpersonalreasonsdraftquicknotes(tothemselvesand/orto the community)aboutWHYtheysaved the link.Thisallowsforamoremeticulousapproach,i.e.,ifsomeonehasnotedthattheydislike the SocialMediaNewsReleasetemplate,theyshouldn’tget the genericnoteusedabove!Wecouldignorethem,ortryasofterapproach.Nowwhat?Once the outreachhasbeenmadevia the “for:username”function,somefolks on the receivingendofourcampaignwillelectto“accept”thislinkbyactivelysavingitwithintheiraccount(ametricyoucantrack).Somefolkswilltakefurtheraction:theymightblogaboutit(measurable);theymightdownload the template(measurable);theymightcommentat the originalNewsroom’sdebutblogpost(measurable).Theymightemailyoudirectly(measurable).Theymightdonothing(alsomeasurable).Inanyeventwecanfeelprettyconfidentthatwe’veONLYreachedouttopeoplewhowouldlikelybegenuinelyinterested,based on theirprior,public,socialbookmarkingbehavior.Ifwe’vekickstarted the conversationaboutSocialMediaNewsroomsa‐fresh,it’slikelygoingtobeasmoothandproductivetransitionwiththiscrowd.Harkeningbacktomystatementthat“yourmileagemayvary,”youshouldkeepinmindthatnotallend‐userswillappreciatebeingreachedouttointhisway.But the approachIamdiscussinghereallows the marketertonarrowtheiroutreachbased on identifiable,contextualand(Idaresay)legitimateapproaches:“YoupubliclysavedTHIS;youevenpubliclysaidWHYyousavedit ... it'scertainlynomorenefariousthan the targetingtechniquesthatbigadvertisers,politicalcampaigns,etal.currentlyusetotrytoinfluencepeople.So,now,extendthisapproachwithyourownbrand.Whatifyouareamarketingexecatacompanythatsellsdigitalcameras?Howaboutcheckingoutthislinktosee the mostpopulardel.icio.uspoststaggedwith the phrase“digitalcamera.”Youseethat the toplinkisto the well‐regardedblog,DigitalPhotographyReview,whichhasbeensavedbyover17,000del.icio.ususers.Maybethat’stoomany?Maybeyouwanttofocusan“edgework”campaign on the cutting‐edgeFlickrcommunity?Cool. The #2most‐savedlinkusing the “digitalcamera”tagisthisone:“Top10cameras on Flickr–Digitalcameranews–Logicamera.com,”whichhasbeensavedby111people.Whatcanyoudowiththisinformation…?Example:Perhapsyourclientisabigcameracompany,whichwantstocreateafocusgroupforanupcoming“dummy‐proof”dSLRbyrecruitingpeoplewhohavepubliclysavedatleastten“digitalphotography101–style”links.Firstoff,youcouldcreateamicrositecontainingaspecialoffertopeoplewhovolunteerforthisfocusgroup,andthen“saveitfor”thisnewbiegroupwhomyou’veidentifiedvia the del.icio.ustagsearchstrategywe’veoutlinedhere.Onehundredandninety‐fourpeoplehavesavedthisarticleabout“WhichlensesformyDigitalSLR?”Given the “tutorial”toneof the article,it’ssafetoassumethatthese90peoplearelikelygettingseriousaboutphotographybutmaystillbefairlynewto the burgeoningdSLRfield.Youcouldcross‐referencethese90usersagainst the 115userswhosaved the “Top10cameras on Flickr”linkmentionedaboveandvoila:you’veidentifiedexactly the typesofpeoplewhomaybehappytoserveinafocusgroupaboutyourclient’snewdSLRcamera–especiallyifyouofferthemabigcouponforyourbrandedgoods,ormaybeconsidergiftingthemwithaFlickrProaccount.Inreturnyou’dgetterrificfeedbackfromsavvyonlineconsumersaboutyourproductandbrand…andpossibly the beginningsofabuzzcampaignaboutyourupcomingproductlaunch.Whenyou’reliving on the edge, the possibilitiesareendless.Ihope the contentinthise‐bookhelpedyouout.I’dlovetohearyourfeedback!Ifyou’vegotquestionsorcomments,dropmealineattdefren@shiftcomm.com.Andbesuretosubscribetomyblog,www.pr‐squared.comformoreinsights,ideasandramblings.Lastbutnotleast,ifyou’reamarketerwhocoulduseouragency’shelp,hop on overtowww.shiftcomm.com.Ifyouthinkbacktosomeof the down‐and‐dirtyideasdiscussedinthise‐book,you’llrealizethattheseconceptsofparticipationandfindabilityareinextricablylinkedto the tactics.Forexample,byreachingoutdirectlytosocialbookmarkusers,youareparticipatinginacommunityandensuringthatyourcontentbecomesmorefindable–throughyourdirectactionwithusers,aswellasbyensuringthatmorepeoplesaveandshareyourcontent(with the affiliatedtagsthatbenefityourbrandandyourSEO).Subtlebutimportantstuff,eh?linkedtomoreoften,somoreandmoreonlineadultsarebecomingexposedtoit,acceptingit,andembracingit.Ifyou’reamarketer,nomatterwhatgroupofconsumersyou’retargeting,thismeansyoumustpayattentionto the socialworldonline.”www.pr‐squared.com40###Whatagreattimetobeamarketer!Now,talkamongstyourselves!www.pr‐squared.com34Forexample: The BabyBoomersarenowreachingretirementage.Thatmeansthat the WWIIgenerationisnowenteringitstwilight.AndthatmeansthatplentyofBoomersaregoingtobecaringfortheirownchildrenaswellastheirelderlyparents,withincreasingfrequency.Accordingto the AmericanAssociationofHomesandServicesfor the Aging,between2007and2015 the numberofAmericansaged85andolderisexpectedtoincreaseby40percent…andby2020,12millionolderAmericanswillneedlong‐termhealthcare. The peoplemostaffectedbythesetrendsarealreadydesperateforsolaceandcounsel,andtheirnumberswillonlygrow.But,mostareSpectators.Wherecantheygo? The thrivingcommunityatasitelikeEonsistinycomparedto the largerneed;besides,asnoted,Spectatorsdon’tevenjoinsocialnetworks.Whiletherearesomegoodresourcesavailableonline,virtuallyallarecurrentlystatic,“1.0”sitesthatwillonlybefoundviaatypicalGooglesearch.Evenwheremessageboardsareavailable,theytendtobescattershot,redundant,and/or the “authority”of the moderatorsisquestionable.Meanwhile, the blogosphereappearstobeveryquiet on theseissues.(Why?Cuz the folksfacingthesechallengesareSpectators!Theyarelookingforcontent,notcreatingit.)Thereisamajoropportunityforalargehealthcareprovider,insuranceagency,ornursinghomesyndicatetocreatecompelling,interactive,ongoingcontentthataddressesthisneed.Imagine the thoughtleadershippotentialforabrandthatgetsthisright,justas the challengeisbearingdown on anentiregeneration?Thatdoesn’tmean“createanewsocialnetwork.”Yetagain: the Spectatorsdon’tjoinsocialnetworks!Sohowdoyoureach the Spectators?www.pr‐squared.com4Ofcoursetherearechallengesforanycompany–evenofBMW’ssize–toscaleandtrainandmonitoragroupof“communitymanagers”thatcouldserveasadjunctsto the marketinggroup.AlsoIacknowledgethatthiswasanunscientificapproach.ForallIknow,BMWisengaging“big‐time”inotherpartsof the blogosphere.BMW’s“failure”inthisexperiment,wasnottakingadvantageofaneasily‐identifiedopportunitytoengage,consistently,inaplacethatissoprominentlyimpactingtheirbrand.Ifyou’renotpayingattentiontowhat’sbeingsaidaboutyourbrandwithin the Top10searchresults,howcanyouclaimtobe“engaged?”Googleiseverybrand’snewhomepage.JustaskSpiritAirlines: the #5organicsearchresultat the timeofthiswriting?Ablogpostthatsays“DoNotFlySpiritAirlines,”whichwassopoorlyhandledby the companythatitspawnedallkindsoftrouble.ParticipationisMarketing. The better the participation–intermsoftone,responsivenessandfrequency– the better the marketing.Thinkaboutwhat the customerswanttohear,notwhatyouwantthemtohear.(Andcertainlynotwhatyouwantthemtobuy.SocialMediaisnot the rightforumforasalespitch.Ifyouwork on buildingloyaltytoyourbrand’spersonality,saleswillfollowinduecourse.)So,if“participation”is the goal,howdoyougetstarted?www.pr‐squared.com31Remember,youonlyget255characterspaceswithdel.icio.us,so,keepitshort&sweet,likeso:“Noticedyou’dsavedSHIFT’sSocialMediaNewsReleasetemplate.ThoughtyoumightalsobeinterestedinthisSocialMediaNewsroomtemplate.There’saPPTavailable,whichdescribes the wholeapproach,atshiftcomm.com.I’mattodd@shiftcomm.com.”That’s247characterspaces,inwhichwe’veexplainedHOWwefound the person(relevancy),WHYweare“intruding,”andWHEREtheycangetmoreinfoifinterested,includinghow‐towriteback,formoreinfo(ortokvetch).It’simportanttonotethatmanypeoplewhousedel.icio.usforpersonalreasonsdraftquicknotes(tothemselvesand/orto the community)aboutWHYtheysaved the link.Thisallowsforamoremeticulousapproach,i.e.,ifsomeonehasnotedthattheydislike the SocialMediaNewsReleasetemplate,theyshouldn’tget the genericnoteusedabove!Wecouldignorethem,ortryasofterapproach.Nowwhat?Once the outreachhasbeenmadevia the “for:username”function,somefolks on the receivingendofourcampaignwillelectto“accept”thislinkbyactivelysavingitwithintheiraccount(ametricyoucantrack).Somefolkswilltakefurtheraction:theymightblogaboutit(measurable);theymightdownload the template(measurable);theymightcommentat the originalNewsroom’sdebutblogpost(measurable).Theymightemailyoudirectly(measurable).Theymightdonothing(alsomeasurable).Inanyeventwecanfeelprettyconfidentthatwe’veONLYreachedouttopeoplewhowouldlikelybegenuinelyinterested,based on theirprior,public,socialbookmarkingbehavior.Ifwe’vekickstarted the conversationaboutSocialMediaNewsroomsa‐fresh,it’slikelygoingtobeasmoothandproductivetransitionwiththiscrowd.Harkeningbacktomystatementthat“yourmileagemayvary,”youshouldkeepinmindthatnotallend‐userswillappreciatebeingreachedouttointhisway.But the approachIamdiscussinghereallows the marketertonarrowtheiroutreachbased on identifiable,contextualand(Idaresay)legitimateapproaches:“YoupubliclysavedTHIS;youevenpubliclysaidWHYyousavedit...

... andnot others. The consumers who most value this dimension have the highest WTP forHeinz. By focusing on this dimension, Heinz advertising raises the WTP of these infra-marginal consumers further. ... households. The second (NM2) allows forheterogeneity in the parameters of the conditional indirect utility function, but rulesout correlations among them.Table 4 reports the likelihood function value ... effect on WTP for consumerswith the highest initial valuations, and has progressively larger effects on those withlower initial valuations (consistent with the Murphy–Becker conjecture on howadvertising...

... shown in Box 2. The guidelines on risk communication presented here are common to many of these and are ones that have been identified bycontributors to the consultation process as the most significant.Voluntary ... resources Guidelines for scientists on communicating with the Media 7 in the process of communication, they cannot be expected to help with the content of that communication. For this reason the ... summarises the key points arising from these consultations, is available fromwww.sirc.org/messenger/.There has been complete consensus among those consulted regarding the desirability of guidelines...

... limitation on the scope of the auditor’s work in the terms of a proposed audit engagement such that the auditor believes the limitation will result in the auditor disclaiming an opinion on the ... Entity-level controls address pervasive risks. They set the “tone at the top” of an organization and establish expectations for the control environment. They are often less tangible than controls ... reporting. These controls will have an impact on all other business processes within the entity.Management The person(s) with executive responsibility for the conduct of the entity’s operations....

... covering the on- air talentcalling the game in the press box or accompanying them onto the field before and after the game for player and VIP one -on- one interviews. I flew in the day before the ... down Constitution Avenue. At the conclusion of the festivities, all of the aircraft had toleave, again with the precision that only the military can bringto bear. With the experience of the ... my film consumption. As the plane crested the top of the building, I knew the imageswere getting good, and by the time the plane reached the top of the frame—and thus also the top of the Capitol...