Media Advertising

By Deepak Advani, IBM Commerce

The 2014 NFL season is over and teams have shifted focus from the Super Bowl to what’s next. This assessment requires a detailed examination of their rosters, where money was spent and what investments produced the desired outcome. It’s this same exercise that advertisers must do right now, especially those that dropped $4.5 million for a 30-second spot during the big game.

Petco is leveraging the power of its multichannel capabilities to educate its shoppers about pet nutrition.

The retailer is launching an initiative focused on the importance of proper nutrition for pets.

A perfect storm is brewing for risqué product sales with Valentine’s day falling on a Saturday and coinciding with the release of the erotic film Fifty Shades of Grey.

Just as retailers such as Toys “R” Us, Kohl’s and Target offer extended hours ahead of Christmas, the 13-unit Hustler Hollywood chain is viewing this weekend’s confluence of events as a major sales opportunity.

Framingham, Mass. - Staples Inc. is launching a new brand campaign featuring the “Staples Guy,” who showcases how the company helps small business customers succeed. The new campaign, which features radio, digital and social media, builds on the tagline “Make More Happen” to highlight the value, convenience and services that help Staples customers achieve success in surprising and affordable ways. The national campaign begins Sunday, Feb. 8.

In an effort to boost its appeal to Latina fashionistas, Macy’s has launched a new collection designed by an international Hispanic superstar.

The retailer’s new, exclusive Thalia Sodi collection includes apparel, shoes and jewelry and is available at 300 Macy's stores nationwide and on macys.com.

Kohl’s rolled out two omnichannel campaigns in January underscoring the company’s stated focus on giving back to the community.

The company says it will award $400,000 in scholarships and prizes to more than 2,500 students who have made a positive impact on their communities. Nominations for kids ages 6 to 18 will be accepted until March 13 at kohlskids.com and in stores.

Walmart shoppers who read Harlequin novels and who also have a fondness for bull riders are in for a treat.

Reebok is pushing the envelope once again with a bold new digital marketing campaign. 

At the heart of the retailer’s digital campaign is the “Be More Human Experience,” an online destination where fitness enthusiasts can challenge and define what it is to be human.