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Articles by Anne Bertelsen
How Korea’s birth mothers are exposing the hidden cost of overseas adoption
Lee Aeri Rana holds a photo of her daughter during a press conference in Seoul, May 25. Courtesy of Ruth Hyunsook Chon Korea’s 3rd Truth and Reconciliation Commission (TRC) crossed its 100-day milestone earlier this month, revealing that 437 new cases detailing human rights violations in overseas adoptions have been filed since Feb. 28. Tucked inside those numbers is a shift that demands our attention.
Sensory Interactions between Sweetness and Fat in a Chocolate Milk Beverage
Abstract : Fat and sugar-reduced foods and beverages have become increasingly popular for a variety of reasons, mainly relating to health and wellbeing. Depending on the food or beverage, it may be difficult to reduce the fat and/or sugar content and still maintain optimal sensory properties for the specific product. One way of approaching the problem is to gain a better understanding of how a product is affected by a reduction in fat and/or sugar.
Integrated Media Strategies Are Necessary
by Anne Mai Bertelsen , August 3, 2009 Earlier this year, Forrester Research released its five year advertising forecast which found that marketers were shifting substantial advertising dollars out of traditional media and into interactive channels such as mobile marketing, display ads, search, social media and email.
Come Together, Right Now, Over Rockband
by Anne Mai Bertelsen , September 8, 2009 In the opening credits of "A Hard Day's Night," the 1964 mock-u-mentary, the clean-cut, youthful Beatles are seen madly scampering through the streets of London, dodging throngs of frenzied, worshipping teenage Boomer fans.
2009: What A Long Strange Trip It's Been
by Anne Mai Bertelsen , December 14, 2009 Since Thanksgiving, I've been hunkered down in 2010 planning. Planning always involves reflecting on the past year's major events and trends and what their impact might be longer term.
H1N1 Vaccine: A Generation Gap?
by Anne Mai Bertelsen , November 9, 2009 In the 1960s, teenage Boomers rebelled against their parents' politics, music and lifestyles. Today, there seems to be a generational divide on vaccines -- particularly on H1N1, which health officials have cautioned could afflict 40% of the U.S. population over the next two years without widespread immunization.
The Talents Of A Middle-Aged Brain
by Anne Mai Bertelsen , May 10, 2010 Last month, I heard the tail-end of an interview with Barbara Strauch, the health and medical science editor for The New York Times, who had just published The Secret Life of the Grown-Up Brain. I was intrigued by the scientific research she referenced on middle-aged brains -- brains between the ages of 40 and 65. Alas, I was multi-tasking and before I could jot down some notes, something else came along to distract my own middle-aged brain.
Social Media Redux: It's Here To Stay
by Anne Mai Bertelsen , February 8, 2010 Last month, I asked " What Matters Now," and many of you responded with a desire to better understand Boomers and their use of social media. Since then, both Continuum Crew and eMarketer have published studies that suggest Boomers are warming up to social media, becoming increasingly a digitally networked generation. This trend provides important opportunities for marketers. It was almost a year ago when I noticed Boomers experimenting with social networks.
The Apple Of A Boomer's Eye
by Anne Mai Bertelsen , March 8, 2010 The other night while watching CBS's "The Good Wife," I saw Apple's newest iPhone television spot, " First Steps." In the storyline, a young mother is talking about her child's first steps, which she then records and sends to her mother and grandfather. The tagline, "We would never have shared all that without the iPhone," brilliantly signals key multi-generational benefits of the 3GS iPhones: capturing and sharing important family milestones.
Tell Me: What Matters Now?
by Anne Mai Bertelsen , January 11, 2010 Over the past several months, I have had the privilege of sharing my thoughts and insights about marketing to Boomers in this column. I've touched on channel mix, health care, and popular culture ("Mad Men," RockBand). Fellow contributors to this column have explored gender, social networks, and consumer trends -- just to name a few topics. And, each month, when I sit down to write, I try to think about what you might be interested in.
I Get Around
by Anne Mai Bertelsen , June 14, 2010 Last week, scheduling a dinner meeting, I tried to recall the name of a restaurant where I had recently eaten a phenomenal cacio e pepe dish. I could see the restaurant in my mind and even the approximate location but the for the life of me I couldn't remember its name. I could have Googled it or just described the location to my dinner guest and then it not dawned on me: I could just log into my Foursquare account and view my history.
Marketer, Heal Thyself
by Anne Mai Bertelsen , April 12, 2010 During a recent meeting with fellow marketers who help companies target Boomers, the conversation inevitably turned to a common frustration about agency creatives and media planners: they just don't get it. They're too young to understand or appreciate the value of Boomers' for their clients; they think Boomers are past their purchasing cycles. It's not a new lament; it's certainly been written about here and acknowledged by advertising industry watchers.
You've Come A Long Way, Baby -- Or, Have You?
by Anne Mai Bertelsen , July 12, 2010 When I was growing up in the '70s, there were two brand campaigns that left an indelible imprint on me: Leo Burnett's "You've come a long way, baby" for Virginia Slims and Advertising to Women's "W-O-M-A-N" for Charles of the Ritz' Enjoli perfume.
Syrian Family Rent-raising
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