About Reeves

Author Archive | Reeves
Acumen Fund

Nonprofits must differentiate or die

It’s not a fear tactic deployed by marketing agencies to scare the bejesus out of nonprofits. It is, in fact, a hard truth about the nature of the nonprofit sector. Dissimilar, indistinctive and alike will get you killed in any fiercely competitive, over-saturated market – let alone the nonprofit sector. In today’s market, nonprofits (and […]

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Does sex sell cause-related marketing?

Do you remember this ad? It’s part of PETA’s anti-fur campaign. Though the use of nude celebrities may arouse cynicism, the use of provocative imagery and ardent copy make for a bold message. Ad copy: “Animals killed for their fur are electrocuted, drowned, beaten and often skinned alive. Be comfortable in your own skin, and […]

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My Top 10 Advertainment List

Advertainment refers to the integration of advertising into entertainment media. This practice was first used in Hollywood, when agencies began providing studio executives with lists of products available for “on-screen” use in motion pictures. Nowadays, you can’t escape product placement or integration. It’s everywhere. Ever see the show “Seinfeld”and watch Jerry open his cupboard only […]

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Can “cool” sell the Microsoft Surface?

Does cool sell? Let’s take a closer look. Flashy ad featuring an equally flashy product (with incremental innovations), targeted at 20-somethings. Pretty cool right? If you’re an Apple zealot, then you’re probably familiar with Steve Job’s mantra, ‘cool products demand cool pitches’. Needless to say, the iPod “Jet” ad does not disappoint. Now take a […]

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Is cause-related marketing strategically responsible?

In 1983, American Express coined the term “cause-related marketing” (CRM) when it embarked on a charitable endeavor to renovate the Statue of Liberty. The effort netted $1.7M (roughly $4M today when adjusted for inflation) for the preservation of the Statue of Liberty and Ellis Island. Needless to say, CRM is now an integral business strategy […]

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Crouching Tiger, Hidden Dragon, Part 4: Assessing the effectiveness of television ads targeted at Asian Americans

So, when is it appropriate to leverage culture in a marketing campaign? Here’s an instance where the use of culture is very effective. As discussed in “Crouching Tiger, Hidden Dragon: Segmenting the Asian American market based on generational differences,” Indian Americans are the least likely to consider themselves to be typical Americans; and want to […]

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Crouching Tiger, Hidden Dragon, Part 3: Segmenting the Asian American market based on generational differences

According to the Pew Research Center, “[Asian] immigrants themselves are still by far the dominant group and the second generation has only recently begun to come into adulthood in significant numbers”. Furthermore, the center reports that the desire to maintain ties with country-of-origin is most notable among Indian Americans. Indian Americans are the least likely […]

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Crouching Tiger, Hidden Dragon, Part 2: Reaching the fastest growing population in America

What does the rise of the Asian population in America mean in terms of marketing? And how should marketing practitioners develop marketing campaigns targeted at Asian Americans? My guess is that most people learn as much as possible about Asian culture and integrate cultural elements into marketing campaigns. In some instances, this approach is very effective. In […]

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Crouching Tiger, Hidden Dragon, Part 1: The rise of the Asian population in America

You probably know that UCLA is the acronym for the University of California Los Angeles. You may not be familiar with the other UCLA acronym: the University of Caucasians Lost among Asians. I’m guessing you either found that moniker A) insulting, juvenile or stupid; or B) you just LOL’d. If you fall in the latter camp, I’m guessing you might be Asian. As […]

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‘Mermaids’ makes big ratings splash: But was it ethical?

It’s not the first time something like this has happened. ‘The War of the Worlds’ adaptation, which aired on the CBS radio network, caused quite a commotion in 1938. The New York Times reported that “a wave of hysteria seized thousands of radio listeners between 8:15 and 9:30 o’clock last night when a broadcast of […]

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