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A recent study from Brand Keys, a research consultancy focused on customer loyalty and engagement, found that while some consumers (20 percent) intend to spend less in 2010 and are questioning the "ethics around consumption," overall shoppers are simply being smarter about what - and how - they buy. Coupon redemption, the study says, is up 25 percent, and price really does matter.

Frito-Lay North America is taking the season head-on with BeSnackReady.com, which currently highlights its many consumer-packaged goods snack products in the context of summer. Launched earlier this year in collaboration with Walmart and being promoted with banners on sites like Shutterfly.com, the microsite was built to give moms value and a convenient place where they can plan activities with family and friends. As such, it features recipes with a focus on grilling and entertaining, lifestyle tips, polls, product coupons, and links to outdoor products on Walmart.com.

Ari’s latest feat — an online collaboration with six other inventive teenagers who have never met face to face — is the creation of software enabling Apple iPhone owners to download free, unauthorized applications.

Finnegan added that he’s hoping for more collaboration between Silicon Valley and the advertising industry on Madison Avenue. Many of MediaVest’s clients are becoming more interested in the startup world, he said: “They want to know what’s next and what some of the tools are and ways they can better reach their consumers.”