Glossary - "Term of the Day"

There are three types of dashes, hyphens (-), en dashes (–) and em dashes (—). Em dashes (a unit of measure
in typography) are one em wide, the en dashes are one-half, and hyphens are one-third. Just as their width is
unique, each dash functions separately in conveying specific information.

1. The hyphen is used to link words and combine words into one. (ie, large-scale; Tel.: 519-539-9762). The
hyphen is also used for hyphenation, when breaking syllables of words in blocks of text. Hyphenation rules
may vary by style guide and culture.

2. The en dash is used to link ranges of numbers and dates and are read as "to" (ie, September 19–21, 2010;
Grades 9–12).

3. The em dash is used to separate thoughts in a sentence, in the same way that parenthesis would. (ie, This newsletter is discussing dashes—a total of three—and their correct usage.) As em dashes can be very wide
in certain fonts, designers may choose to use "space-en dash-space" to achieve the same function. (ie, She
waited for him on the roof – the one with the terrace – but he never appeared.)

You can't go wrong if you use dashes as described above. However, if you decide to do something
differently for stylistic or cultural reasons, be consistent in your use of dashes and you will avoid
confusion.

Marketing Strategy

Integrated Marketing

Marketing and advertising have always been about engaging a target audience. The “integration” in Integrated Marketing means using one medium to back up messages on another. Billboards and radio have long been seen
as excellent companions in integrated marketing. New communications technologies, however, add a whole new
realm to the marketing mix.

The aim of an integrated marketing campaign is to coordinate the seven elements of the marketing mix
(advertising, public relations, event marketing, sponsorships, sales promotion, direct response advertising
and interactive communications).

The Internet and social media have put more emphasis on interactive communications. Customers can now
provide feedback to a company through blogs, electronic surveys, games and contests. Social networking sites
such as Facebook allow customers to become “fans” and, in some cases, press their interests on Facebook to influence organizational direction.

In order for an integrated marketing strategy to be successful, certain criteria must be met. Various elements
of the marketing mix can be used to position the service/product cost-effectively and in a specific way. Despite
the new media, factors such as target audience, demand, product innovation and competitive environment are
still extremely important. People are innundated with messages every day from a wide range of sources, so it is
vital to capture their attention quickly and keep it. Integrated marketing also gives people the impression that
you are “everywhere,” which heightens recall.

Your campaign should target specific audiences to build a stronger relationship between brand and consumer.
Once you’ve established that relationship, you need to keep the messaging consistent across media platforms.

Integrated Marketing Example: Old Spice, “The man your man could smell like”

The Old Spice brand of men’s products has long been positioned as something your Dad or Grandpa would
use. How to reposition an old brand to appeal to a new audience? Enter ad agency Wieden & Kennedy to
launch a new age campaign in February that is re-defining integrated marketing and the use of social media.

The ads starring former NFL player Isaiah Mustafa are everywhere: television, Facebook, Twitter. Targets
have broadened to include a female audience (hence the tag line). The clever and funny messaging have
turned on a whole new generation of Old Spice buyers, and the venerable brand’s sales are up about ten
percent.

Old Spice posted answered questions from viewers on Twitter, Facebook and other social media sites in
real time. Unlike traditional commercials that broadcast at audiences, the personal video messages connect
with viewers on a personal level and strengthen the bond between brand and consumer. Broadcast Old Spice
ads are placed on programs and web sites that appeal to younger audiences.

Check out some creative stuff on www.oldspice.com. By all means follow the social networking links.

Photo Gallery

Oxford Media Group is active around the world, thanks to our work in the area of low-energy and zero-energy housing. OMG administers the Super E House Program, a federally-sponsored program that supports Canadian exporters of energy-efficient housing. We also run the zero-energy housing initiative for the Asia-Pacific
Partnership, an initiative of Japan, South Korea, China, the US, Australia, India and Canada. In Canada, the
secretariat is through Environment Canada. Recently, we have become involved in a zero-energy retrofit project
in Mexico, which is done with funding from REEEP (Renewable Energy
and Energy-Efficiency Partnership).

Fun Stuff

What I Did On My Summer Vacation

Our senior graphic designer, Andrew Norris, had an interesting summer. His activities even made it into the newspaper!

 

"Say 'no' to caffeine!"

 

The official voting is now open, online, via the Cheetah Power Surge TV Challenge link at:
http://www.cheetahpowersurge.com/tv-challenge/videos-92.php. The trio's entry is visible through that site or is also searchable by its "The Prophet" and Cheetah name on YouTube. The contest closes on Oct. 31.

Original article can be viewed at:
http://www.woodstocksentinelreview.com/ArticleDisplay.aspx?e=2678528

 

Specials