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CHICAGO Calvin Klein black skinny jeans ($69)?worn by Kate Moss in the ad campaign?are the fastest mover at Macy's West...
...into the perfect hybrid of foreign cachet and local sensibility that Chinese woman craved. Many customers believed that the clothes they were buying at Ports' growing chain of stores were imported. Chan's marketers encouraged that perception, using high-profile models like Kate Moss and Claudia Schiffer in their ad campaigns. Ports had obvious advantages over competition from other foreign luxury brands: it was less expensive and had much wider distribution. But its real assets were the intangibles the Cibanis picked up by living in and traveling around China. "We gained an amazing experience from being here, with the economy...
...missing piece was marketing. In 1992 Diesel launched eye-catching, tongue-in-cheek ad campaigns that spoofed fashion advertising, the how-to craze and mother's wisdom with equal doses of kitsch and sex?and, seemingly as an afterthought, glimpses of Diesel product. "Diesel: For Successful Living" became the brand's tagline. Today Diesel continues to expand. In addition to perfume, there's a home-furnishings line in the works, and Rosso is in the middle of an ambitious strategy to make Diesel more premium by integrating sophisticated techniques from ready-to-wear and pushing up prices accordingly. Rosso says...
...helps explain the strange fate of Idiocracy, a sci-fi comedy starring Luke Wilson and directed and co-written by Mike Judge, the guy whose spotless track record includes Beavis and Butt-head, King of the Hill and Office Space. Idiocracy may not be a bad movie, but every ad and trailer the studio put together for it tested atrociously. After sitting around finished for almost a year, the movie opened two weeks ago--sort of. Fox released it in a few theaters in seven cities (not including New York City), with no trailers, no ads, no official poster...
...cartoons of hicks or a movie that takes place in poorly lit cubicles, but it's not so great for a sci-fi action comedy. It just doesn't look or feel like Talladega Nights or Dodgeball. Even though Fox probably made a million dollars' worth of trailers and ads, they empirically knew from testing that every dollar they spent on ad time for Idiocracy would be wasted...