JFAM ADDS TWO NEW SPONSORS TO ELITE ROSTER

Samantha Wreaks, Publisher of The Journal of Financial Advertising & Marketing announced recently the addition of two new sponsors to the JFAM Family: Journal of Accountancy and Zillow.com. "It is a pleasure to add both of these leaders in financial services advertising to our roster of sponsors. Both the J of A and Zillow.com exemplify the advertising value that we embrace as analysts covering this catgegory and that the financial advertising industry at large requires. The Journal of Accountancy is the the flagship publication of The AICPA--the American Institute of Certified Public Accountants and reaches more than 386,000 readers each issue. Zillow.com is an online media property and tool designed for consumers researching real estate. Its goal: to help people become smarter about real estate.

We encourage JFAM readers to visit their sites for more information: www.advertising.aicpa.org and www.zillow.com.

PARTICIPATORY MARKETING ON THE INTERNET

The online experience is changing the shopping and buying habits of consumers. It is also adding a critical chapter to the rule book of marketing. How we structure, plan, buy and measure media is being challenged by the direct, interactive and personalized nature found online.

Online is democratizing marketing and enabling relatively small, aggressive companies like Emigrant Direct, to capture a market share from established brands.

2008 JFAM:LIVE! FINANCIAL MARKETING CONFERENCE HERALDED --"CHANGE HAPPENS"

--“Adapting to Change is Key to Success in Financial Marketing”

--Over 130 financial marketing leaders met at TIAA-CREF’s HQ in NYC

--On stage: American Express, Deloitte, LLP, Discover Financial, DWS Scudder, E*TRADE Financial, FXCM, ING, Lord Abbett, Merrill Lynch, Nomura Securities, Prudential Financial, TIAA-CREF, UBS, etc.

--Sponsors: (platinum) Financial Times, Google, The New Yorker, TIAA-CREF, Vibrant Media, (diamond) Platform- A, (supporting) Leadfusion

Photo, above: (l. to r.) On stage panelists Julian Chu of Discover Finanical, Jennifer Grazel, Prudential Financial, Mercedes Lopez, American Express.

INTERVIEW

ADVICE FOR LENDING MARKETERS: Approaching Financial Media with Christopher Philip

Media departments are in great demand today. Campaigns are often driven by their work because budgets are so closely scrutinized. The nuances of publishing and programming can make or break a campaign’s effectiveness so the strategic approach of the media director has never been so important.

METRIC

BIG BANG: Getting More From the Financial Ad Buck

Understanding and quantifying the benefits of advertising is a problem as old as advertising itself. Financial advertisers are just as susceptible to this problem as anyone else. The problem stems from the many purposes of advertising: building awareness of products and services, creating brand equity, and generating sales.

FEATURE

ONE-ON-ONE: A Discussion with Ralph Oliva, Ph.D., Executive Director of the Institute for the Study of Business Markets, Smeal College of Business, Penn State University

Ralph Oliva has taken a serpentine route to his most recent position in the marketing field. He is executive director of the Institute for the Study of Business Markets (ISBM) at the Smeal College of Business Administration at Penn State University. The job is certainly unusual for someone with a doctorate in solid state physics.

FEATURE

MEASUREMENT MATTERS: What To Do With All Those Pesky Results

When one thinks of financial services companies, it is easy to imagine them as institutions in large marble buildings and shiny floors. Just as their buildings may be built of stone, one would think that the work they do for their customers is just as strong, rigid and unyielding as the building in which they work. Wouldn’t it be natural then to believe that everything they do there has been properly recorded and is readily available for them to review and analyze? Well, don’t bet your pension on it.