 | This article includes a list of general references, but it lacks sufficient corresponding inline citations .(September 2010) |
Type of site | Tissue-pack marketing |
|---|---|
| Founded | 2004 |
| Headquarters | New York , USA |
| Industry | Advertising |
| Products | Tissue packs |
| Parent | Itochu |
| URL | http://www.adpackusa.com |
AdPack USA is a New York-based tissue-pack marketing company. It is the North American subsidiary of Itochu Corporation, a Japanese trading company.
AdPack USA is founded in 2004 and is a division of Itochu International, a Fortune 500 company. It specializes in intercept marketing, using packed tissues with branded messages given away for free. [1] Its first tissue advertising was introduced in New York in 2005. [2] The company has since served American clients including Blue Cross Blue Shield, Commerce Bank, Five Below retail stores, and Lowe's. [1]
AdPack USA developed eco-friendly products and services; the packaging and the tissues in the green tissue packs are made from renewable resources and are biodegradable, and their resources are harvested and replanted in new growth forests.[ citation needed ]
In 2007, AdPack USA produced 50,000 tissue packs for Bloom Supermarkets. [3]
Legally Blonde The Musical was the first musical AdPack USA partnered with. Over 20,000 tissue-packs were distributed near Times Square. Partnership with Legally Blonde The Musical commenced through Brand Marketers. Distribution of the Legally Blonde-branded tissue-packs began in October 2007, 6 months after the show opened, and shortly after the Broadway strike. After a $10,000 media buy (about 10,000 tissue-packs), approximately $150,000 ticket sales were produced.
In the spring of 2008, AdPack USA partnered with the musical, A Catered Affair. A Catered Affair was managed by Serino Coine, a previous relationship of AdPack USA. Through the success of the Legally Blonde distribution, Serino Coine decided to try tissue-pack advertising. 10,000 pieces were distributed by Street Sampling (a street team distribution company) around the TKTS ticket booth stations; distribution occurred shortly before the close of production in July 2008.
Young Frankenstein opened on Broadway on November 7, 2007. Before production closed on January 4, 2009, AdPack USA partnered with the musical and distributed about 10,000 tissue-packs through direct mail marketing.
The most recent musical that AdPack USA partnered with is the 9-5 musical. The team at 9 to 5 approached AdPack USA, again, through Brand Marketers, and a 20,000 piece distribution of eco-friendly tissue-packs was established. The Broadway production of 9 to 5 closed on September 6, 2009.
Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
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Digital display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. By contrast, advertising is of a mass-message nature.
Ad serving describes the technology and service that places advertisements on Web sites, mobile Mobile Apps, and Connected TVs. Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads that will make the Web site or advertiser the most money, and monitor the progress of different advertising campaigns. Ad servers are divided into two types—publisher ad servers and advertiser ad servers.
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.
Tissue-pack marketing is a type of guerrilla marketing that attaches advertisements to portable facial tissue packages to move advertising copy directly into consumers' hands. Its origins date back to the late 1960s in Japan as a replacement for free promotional matchboxes, which were falling out of favor.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are environmental marketing and ecological marketing.
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Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI).
Food marketing brings together the food producer and the consumer through a chain of marketing activities.
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The following outline is provided as an overview of and topical guide to marketing:
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online advertising.
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating Brand Awareness is the main step in advertising a new product or bringing back the older brand in light.
Jacquelyn A. Ottman is a New York City-based consultant specializing in sustainability strategy, green marketing, and eco-innovation. She is the author or co-author of four books on green marketing, including The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. She has advised Fortune 500 companies, including GE, Johnson & Johnson, and Procter & Gamble, along with the United States Environmental Protection Agency Energy Star Label She blogs at GreenMarketing.com and at WeHateToWaste.com.
TubeMogul is an enterprise software company for brand advertising.
