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	<title>Escalate - Marketing to the unreachable &#187; mass media</title>
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	<description>Strategies for communicating with consumers in a fragmented world</description>
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		<title>Top Chef and Product Placement and much more</title>
		<link>http://skal8.com/2009/02/top-chef-and-product-placement-and-much-more/</link>
		<comments>http://skal8.com/2009/02/top-chef-and-product-placement-and-much-more/#comments</comments>
		<pubDate>Thu, 26 Feb 2009 04:24:55 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[marketing ideas]]></category>
		<category><![CDATA[product placement]]></category>
		<category><![CDATA[top chef]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=93</guid>
		<description><![CDATA[I&#8217;ll freely admit that I&#8217;m a devoted fan of Bravo&#8217;s Top Chef.  As a foodie it&#8217;s one of the more interesting shows over all.  However, as a marketer, it&#8217;s fascinating in terms of marketing opportunities.
Product placement is one of the most obvious ones.  It&#8217;s one of the rules of the Top Chef drinking game, and [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>Perfect Product Placement in 10 items or less?</title>
		<link>http://skal8.com/2009/01/perfect-product-placement-in-10-items-or-less/</link>
		<comments>http://skal8.com/2009/01/perfect-product-placement-in-10-items-or-less/#comments</comments>
		<pubDate>Wed, 07 Jan 2009 23:17:49 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[brand integration]]></category>
		<category><![CDATA[new marketing]]></category>
		<category><![CDATA[Nivea]]></category>
		<category><![CDATA[product placement]]></category>
		<category><![CDATA[TBS]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=76</guid>
		<description><![CDATA[Last night TBS aired an interesting experiment in blatant product placement last night with the new comedy 10 items or less.  The show was presented commercial free and with out interruptions.   The show was supported instead by two sponsors that were shoehorned into the story in awkward ways.  To TBS&#8217;s credit they were very above [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>What is local and what does it mean for my brand?</title>
		<link>http://skal8.com/2008/12/what-is-local-and-what-does-it-mean-for-my-brand/</link>
		<comments>http://skal8.com/2008/12/what-is-local-and-what-does-it-mean-for-my-brand/#comments</comments>
		<pubDate>Mon, 15 Dec 2008 19:00:38 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Events]]></category>
		<category><![CDATA[location]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[Cooperative advertising]]></category>
		<category><![CDATA[local marketing]]></category>
		<category><![CDATA[local media channels]]></category>
		<category><![CDATA[newspaper]]></category>
		<category><![CDATA[Split run advertising]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=73</guid>
		<description><![CDATA[I used to work for a newspaper company where the mantra was local, local, local.  The resources they had were in their area, including sales and content generation, so it was natural for them to focus in such a way.  The question in my mind is what it means for small businesses and other companies.
My [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>The Brands of the Big 3 Automakers</title>
		<link>http://skal8.com/2008/12/the-brands-of-the-big-3-automakers/</link>
		<comments>http://skal8.com/2008/12/the-brands-of-the-big-3-automakers/#comments</comments>
		<pubDate>Wed, 10 Dec 2008 20:00:54 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[automotive]]></category>
		<category><![CDATA[brand promise]]></category>
		<category><![CDATA[Ford]]></category>
		<category><![CDATA[Honda]]></category>
		<category><![CDATA[Lincoln]]></category>
		<category><![CDATA[New York Times]]></category>
		<category><![CDATA[outdated media]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=71</guid>
		<description><![CDATA[Watching the plight of GM, Chrysler and Ford over the past several years has been a pretty depressing state of affairs.  Inevitably, people will say one of two things about the American automakers.  The first is that they no longer make cars that people want and the second is that they don&#8217;t have the quality [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Small Scale Testing as a great way to improve</title>
		<link>http://skal8.com/2008/11/small-scale-testing-as-a-great-way-to-improve/</link>
		<comments>http://skal8.com/2008/11/small-scale-testing-as-a-great-way-to-improve/#comments</comments>
		<pubDate>Tue, 11 Nov 2008 02:04:35 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[mass media]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=57</guid>
		<description><![CDATA[The budget that big brands can spend on marketing and advertising can be startling.  Take AT&#38;T.  Their 2007 us ad spend was estimated by ad age to be $3.2B.  Given there are about 300M people in the usa, that makes $10 for every man woman and child in the country.  It&#8217;s a startling number, but [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<item>
		<title>Do dancing people deliver better click through?</title>
		<link>http://skal8.com/2008/10/do-dancing-people-deliver-better-click-through/</link>
		<comments>http://skal8.com/2008/10/do-dancing-people-deliver-better-click-through/#comments</comments>
		<pubDate>Fri, 10 Oct 2008 19:09:43 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[mass media]]></category>
		<category><![CDATA[animation]]></category>
		<category><![CDATA[banner ads]]></category>
		<category><![CDATA[data]]></category>
		<category><![CDATA[lending]]></category>
		<category><![CDATA[online marketing]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=52</guid>
		<description><![CDATA[We&#8217;ve all seen the ads on seemingly every web page on the Internet.  They feature some random person dancing amid talk of interest rates and refinancing.  At times it seems to be video, other times it&#8217;s animation.  
I&#8217;ll leave out the company, but lets say their initials are lmb.  As a business model they do second mortgages [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Seinfeld out for Microsoft?  Who cares &#8211; Look at the buzz</title>
		<link>http://skal8.com/2008/09/seinfeld-out-for-microsoft-who-cares-look-at-the-buzz/</link>
		<comments>http://skal8.com/2008/09/seinfeld-out-for-microsoft-who-cares-look-at-the-buzz/#comments</comments>
		<pubDate>Thu, 18 Sep 2008 22:17:28 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[buzz]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[conversation]]></category>
		<category><![CDATA[Jerry Seinfeld]]></category>
		<category><![CDATA[Mac]]></category>
		<category><![CDATA[Microsoft]]></category>
		<category><![CDATA[online elitist]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[public relations]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=32</guid>
		<description><![CDATA[Only a few weeks into the new campagn, Microsoft has pulled the plug on pitchman Jerry Seinfeld.  According to Microsoft, the move was planned from the beginning.  Given the amount of time that it takes to shoot a commercial and the fact they apparently have a new one set to debut this week, it is [...]]]></description>
		<wfw:commentRss>http://skal8.com/2008/09/seinfeld-out-for-microsoft-who-cares-look-at-the-buzz/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Microsoft and Seinfeld &#8211; An ad campaign about nothing?</title>
		<link>http://skal8.com/2008/09/microsoft-and-seinfeld-an-ad-campaign-about-nothing/</link>
		<comments>http://skal8.com/2008/09/microsoft-and-seinfeld-an-ad-campaign-about-nothing/#comments</comments>
		<pubDate>Tue, 16 Sep 2008 14:58:38 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[American Express]]></category>
		<category><![CDATA[Bill]]></category>
		<category><![CDATA[blog]]></category>
		<category><![CDATA[Jerry Seinfeld]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[Microsoft]]></category>
		<category><![CDATA[traditional media]]></category>
		<category><![CDATA[Windows]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=27</guid>
		<description><![CDATA[Microsoft recently debuted a new ad campaign aimed at revising their image to be more friendly and approachable.  To do so, they employed Jerry Seinfeld for a purported $10M.  The first installment in the campaign debuted along with the regular season of NFL football and left many wondering what the point was.  The spot, featured [...]]]></description>
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		<slash:comments>0</slash:comments>
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