Spin Master, a children's entertainment company, never worked with an outside PR firm before tapping Kaplow to assist in the promotion of its new toy, Bugville Live Butterfly Treehouse. The product became available in stores in January, but Spin Master had not done much PR beyond sampling and outreach to trade magazines.

For its new electronic toothbrush, the Pulsonic, Oral-B is targeting consumers that care as much about design as how well the toothbrush cleans teeth, said Elizabeth Ming, external relations manager, Oral-B, which is owned by Procter & Gamble

When California Tortilla (CT) opened nearly 13 years ago, the founders gave away free Pop-Tarts to promote the restaurant. Since then, the Mexican fast-food chain with 38 locations in mid-Atlantic states has become known for what marketing director Stacy Kane calls "trademark, zany antics."

What is important to remember when pitching radio?

Branded entertainment has seen a surge from companies looking to increase brand and product awareness.

ROUND ROCK, TX: Dell launched a new Web site for the elusive group of officeless or generally mobile "digital nomads," by creating an on-line community around the topic.

Phelps ignites a sponsor scramble; Fox News friends Facebook; 'Family Guy's' McFarlane teams with Burger King and Google; and more.

The correct research and presentation help a product's chances of getting in front of the media.

Late summer - back-to-school season - might not be the most enjoyable time for students, but it's generally a great time for retail advertising, and the media is definitely taking notice. Not only are traditional parenting and general interest outlets devoting more space to school fashion, supplies, and gadgets, but a number of just-launched outlets are also adding back-to-school sections.

Personal care products recognize the importance of reaching out to multicultural consumer with specific, targeted programs.