Gabe Chesman's Page

Properly executing an integrated market campaign (IMC) is the most powerful business tool. When done correctly, an IMC utilizes several tools to produce a seamless marketing campaign. Although an IMC uses a variety of traditional and new tools, it must maintain the campaign's message and brand. One of the best examples is CNN.

It couldn't have been easy figuring out how to maintain interest in a 24-hour news channel. Even after creating a steady audience, how could people ever feel engaged? It… Continue

Recent market research has proven that consumers respond to corporate social media. Studies show consumers are willing to pay more for a product if the proceeds will benefit a social advocacy issue.

Corporations, both large and small, are joining the corporate responsibility trend. However, some talk the talk but don't walk the walk. This could create more distrust between companies and consumers, as well as putting other companies under scrutiny.

During the recent recession, a select group of… Continue

Several years ago, I was working in the Marketing department of a prestigious law firm. Within a few minutes I realized why there is such contempt for the men and women in law. Simultaneously, every lawyer joke crossed my mind (i.e. "What do you call 1000 lawyers at the bottom of the ocean? - A good start.") and I had to laugh.

One of my duties was updating and editing all the lawyers' profiles, which should have been an easy endeavor. Somehow this task, which follows a basic template, became t… Continue

One of my favorite shows is Mad Men on AMC. Not only am I living vicariously through Don Draper - the lead character - but they're brilliant ad-men. I also love comparing the technology from the 50's to everything we have now. We're so spoiled...I'm pretty sure most of us wouldn't get much done.

In a recent episode, the team needed to promote telegrams over phone calls, which were the main communication tool of the time. After several stiff "Old Fashioneds" and some clever zingers, a light-bulb… Continue