Word: buzzings
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...there's no denying that the major ad holding companies are having to justify the value of their creative work as never before. They are already hedging their bets, setting up or funding alternative shops in New York City or Los Angeles with such hip monikers as Brand Buzz, Renegade Marketing Group and Interference Inc. Al Ries, a veteran marketing strategist and co-author of the just-published book The Fall of Advertising & the Rise of PR (Harper Business), says the reason is simple: traditional advertising has lost most of its credibility. "Anything you say about yourself is now automatically...
...little-league games and commuters to play with a new PDA on the train home. Jonathan Ressler, 38, who founded Big Fat (one look at the loud, hulking New Jersey native, he says, and you will know where the name comes from), calls such maneuvers "brand baiting." He adds, "Buzz doesn't happen by accident. This is just real-life product placement...
...might be argued, is seeding: giving new products to trendsetters to help build buzz. Fusion 5, a division of marketing giant WPP Group, gave advance models of the Ford Focus to employees of such celebrities as Adam Sandler and Madonna so the cars could be seen at hip places and parties around town. "We leverage the untapped power of word of mouth," says Matthew Stradiotto, cofounder of Matchstick, a Toronto firm that specializes in product seeding. Before a product launch, Matchstick hands out samples to key "influencers," a method credited with contributing to the success of sneaker launches...
...they have dined on rat chow and aren't particularly hungry. The reason, thinks Allen Levine, director of the University of Minnesota's obesity center, has a lot to do with sugar's impact on mood-enhancing circuits in the brain. Sugar gives rats--and by extension humans--a buzz...
...could slip past the soldiers toting M-16s at the door, the Pentagon's 17 miles of corridors might remind you a little of an inner-city apartment building: every other door is plastered with alarms, fortified latches and ugly combination locks. You would buzz past signs bearing mysterious acronyms--WELCOME ABOARD J3/SMOO--that blur rather than clarify what's cooking behind those doors. Asked what goes on inside, officers get that "Don't ask, don't tell" look--and don't even reply...