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Dove Starts Conversation about Beauty
The Dove Real Beauty campaign succeeds as conversational marketing, but it remains to be seen if the Dove product line can fulfill the promise.
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Open Source Advertising
Cisco leverages participatory marketing with the Human Network wiki and gets high marks from influentials.
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New Retail Communications Channel
Product reviews are becoming an important new communications channel for retailers.
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Chevy Aveo: A Car to Live In
Chevy Aveo empowers evangelists by running a contest that lets students use an Aveo for a few weeks and tell their friends.
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Bring a Stake to the Game
For some audiences, such as “urban youth,” marketers have to do more than communicate, they have to contribute to the community in order to be accepted.
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Borrowing a Brand Image
Recent research confirms that celebrities can improve the performance of a marketing campaign, provided the celebrity brand image complements the advertiser’s brand.
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Crown Royal Brands Barbershops
Crown Royal is strengthening ties with the black community by offering barber shop owners a make-over and throwing a big party for the neighborhood in the barber shop–a permament reminder of what they’ve done for the neighborhood.
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