COVER AND COVER S TORY PHO TOGRAPHY B Y SHLOMI BERNTHAL
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20A Sparkling Success SodaStream’s Matti Yahav says the company’s
repositioning as a healthy, envionmentally conscious
marketer has been keyed by measurable video
campaigns, both online and off.
BY THOMAS HAIRE
26Unpacking Amazon Getting your product to sell effectively on the
e-commerce behemoth is only the first — of many —
concerns. A trio of experts shares tips on surviving
and thriving on Amazon.
BY PAT CAULEY
32’Wares in Demand ... Everywhere As demand for housewares and DIY hardware
products continues to grow, marketers are combining
web and TV to create the right D-to-C combination.
BY BRIDGET McCREA
RESPONSE ADVISORS’ FORUM
38Far From Crystal Clear Members of the Response Advisory Board
tackle questions about the technologies, the outlets,
and the content shaping the future of TV advertising.
BY THOMAS HAIRE
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