"...a giveaway of 50,000 samples would require 250 man hours translating to between $15,000 and $20,000 for labor...". One of marketing's oldest and least glamorous practices -- doling out free product -- has come a long way from the gray-haired ladies in the supermarket aisle. No longer the province of marketers who can't afford to buy mass media, deep-pocketed giants from McDonald's to Starbucks, Coca-Cola and Dunkin' Donuts are adopting sampling on a grand scale, turning it into a media event -- and, in some cases, the media buy.
Internet-ad revenue notched $21.2 billion in 2007, an annual growth rate of 26%, according to the Internet Advertising Bureau and PriceWaterhouseCoopers in their annual report of ad spending. That was good enough for the medium to top radio, which was expected, but the figure also puts internet ahead of cable's $20.9 billion take. "We've learned not to be surprised by the vitality and vibrancy of internet advertising," said David Doty, senior VP-thought leadership and marketing at the IAB.
It gives [New Line] great exposure in that prestige arena in department stores with consumers who are already very friendly to Sarah Jessica and the ['Sex and the City'] brand,"...Since "Sex and the City" wrapped in 2004, the series' star, Sarah Jessica Parker, has earned millions lending her name to a variety of products. She inked a deal with Coty to launch her first fragrance, Lovely by Sarah Jessica Parker, in 2005. And in 2007 she launched a clothing line, Bitten, exclusively at Steve & Barry's. So, what's a brand to do when it has a relationship with the star of one of the year's biggest movies?
Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value. This could be called “equity branding”, meaning that building corporate brand in financial market.
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"...a giveaway of 50,000 samples would require 250 man hours translating to between $15,000 and $20,000 for labor...". One of marketing's oldest and least glamorous practices -- doling out free product -- has come a long way from the gray-haired ladies in the supermarket aisle. No longer the province of marketers who can't afford to buy mass media, deep-pocketed giants from McDonald's to Starbucks, Coca-Cola and Dunkin' Donuts are adopting sampling on a grand scale, turning it into a media event -- and, in some cases, the media buy. 
Internet-ad revenue notched $21.2 billion in 2007, an annual growth rate of 26%, according to the Internet Advertising Bureau and PriceWaterhouseCoopers in their annual report of ad spending. That was good enough for the medium to top radio, which was expected, but the figure also puts internet ahead of cable's $20.9 billion take. "We've learned not to be surprised by the vitality and vibrancy of internet advertising," said David Doty, senior VP-thought leadership and marketing at the IAB. 
It gives [New Line] great exposure in that prestige arena in department stores with consumers who are already very friendly to Sarah Jessica and the ['Sex and the City'] brand,"...Since "Sex and the City" wrapped in 2004, the series' star, Sarah Jessica Parker, has earned millions lending her name to a variety of products. She inked a deal with Coty to launch her first fragrance, Lovely by Sarah Jessica Parker, in 2005. And in 2007 she launched a clothing line, Bitten, exclusively at Steve & Barry's. So, what's a brand to do when it has a relationship with the star of one of the year's biggest movies? 
Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value. This could be called “equity branding”, meaning that building corporate brand in financial market. 
