Coming out a winner: a survey shows advertisers who abandoned ABC's "Ellen" gained little, and actually lost out on a big audience

Article Abstract:

A survey conducted by Eisner and Associates has revealed that advertisers who pulled their commercials from the controversial Apr 30, 1997, edition of "Ellen," in which the main character came out as a lesbian, may actually have hurt their standing with consumers. The survey revealed that 18% of those likely to watch the show, and 13% of the general public, were more likely to buy from advertisers who kept their commercials on the show. Seventy-five percent of respondents said the decision would have no effect on their own purchases.

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Meetings that matter: use audience research to plan an annual meeting that meets its goals

Article Abstract:

Research must be done to ensure an internal company meeting meets its objectives. The audience is already known and the purpose of the meeting can be varied and complex. It is important for meeting planners, whether internal staff or an outside company, to understand the audience's expectations and attitudes. A well-received and correctly perceived message will result.

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The drive/buy equation: after a century of selling billboards like a mass medium, outdoor advertisers are using geodemographic data for target marketing

Article Abstract:

Billboard advertising firms are becoming more sophisticated in targeting their customers, as more of these small firms get bought up by larger companies bent on pleasing their shareholders by boosting profits. People are spending more time on the road, in general, so profits of billboard firms have risen, typically growing 7% per year since 1993.

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