Today started out strong and stayed positive all day, even if some commented that the highs were not held. The weak dollar helped commodities and helped stocks. A 10.1% October sales rise by the National Association of Realtors by those trying to get the home buyer tax credit didn't hurt either. Ditto for a reiteration that the recession is over.

Here were today's unofficial closing bell levels:

Dow 10,450.04 +131.88 (1.28%)
S&P 500 1,106.13 +14.75 (1.35%)
Nasdaq 2,175.96 +29.92 (1.39%)

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Analyst upgrades:

• Jefferies upgraded Starbucks (SBUX) to buy from hold, citing EPS and revenue momentum heading into 2010. The firm raised its target to $25 from $22.
• Soleil upgraded Zions Bancorp (ZION) to buy from hold on valuation as it believes the recent pullback provides an attractive entry point. The firm has a $17.50 price target on shares.
• RBC Capital expects Rigel Pharmaceuticals (RIGL) to sign a partnership for R788 in the next four months to run its global Phase III program. Shares were upgraded to outperform from sector perform and its target was raised to $11 from $9.
• Deere (DE) was upgraded to overweight from equal weight at Morgan Stanley.
• Shire (SHPGY) was raised to outperform from market perform at Bernstein.
• Ann Taylor (ANN) was upgraded to overweight from market weight at Thomas Weisel.
• J.M. Smucker (SJM) was upgraded to overweight from neutral at JPMorgan.

I have had my problem with Starbucks (SBUX) CEO Howard "Schultzie" Schultz in the past, but his latest little stunt has really ticked me off.

First things first, I will enjoy the occasional cup of Starbucks coffee, but the price has put a venti mocha-frappa-latte-chino out of my budget so I have started making my own at home. The company's product is good, but its competitors -- namely McDonald's (MCD) and Dunkin' Donuts -- offer a comparable product at a fraction of the price. I have long thought that Starbucks' saturation business model has been its biggest fault, with Schultzie's leadership running a close second.

Imagine taking the personal connections and interactions that occur every day on the likes of Facebook and Twitter... and bringing them to bear on an education. To a large extent, this hasn't been done yet, but the potential is profound. In a new report by the Center for Community Survey for Student Engagement, two-year programs aren't taking advantage of the tools at their disposal -- plenty of growth is still possible. Kay McClenney, director of the CCSSE, says, "Colleges are not taking advantage of that particular set of tools for making connections with students to the extent that they could."

We have seen what exports can do for fast food restaurants. Can the same happen with coffee stocks?

In some ways, it is already happening. Starbucks (SBUX) has made a big push overseas and many of its stores can be found in foreign markets. And a weak dollar is going to accelerate the trend greatly.

Last week, under the guise of betting on America, Warren Buffett and his Berkshire Hathaway (BRK.A) made an offer to buy all outstanding shares of Burlington Northern (BNI) for a significant premium.

In making the announcement, Buffett confidently claimed that rail would play a big role in the recovery of the economy. What he did not say was that this was a bet on the U.S. dollar.

We've all done it. Waking up before the crack of dawn, at a time when, not long since, we would be just leaving the clubs and bars. Jump into a hot or cold shower (or alternate) to try to wash the sleep out of our eyes. Walking outside, we take a quick glance at the stars that we so rarely get to see, before we take a seat inside the car, and start wondering how we'll make it back to the driveway that night. Day trips certainly are not fun, but they have seemed to become a necessity for improving productivity ... or have they?

Prepping for a day trip isn't unlike any other trip. Confirm the itinerary, check-in online, review tasks and meetings planned for the day, etc. After spending a full day at work, we go home, visit the family, and perform our typical nightly routine, If we're lucky, we get to sleep slightly sooner than usual, but nothing seems to help with that early wake up call.

Shares of Starbucks (NASDAQ: SBUX) are trading up in after hours trading today after the company posted strong Q4 earnings numbers after the market close.

As we noted in our earnings preview, the company was expected to show earnings for the quarter of 21 cents per share on $2.39 billion in revenues. The actual numbers came in at 24 cents per share with revenues of $2.4 billion.

Starbucks (NASDAQ: SBUX) closed at $19.38. SBUX is scheduled to report Q4 EPS after the market close on November 5. SBUX November option implied volatility is at 48, December is at 42; verses its 26-week average of 47 contracts, according to Track Data.

Time Warner (NYSE: TWX) closed at $30.15. TWX is expected to report Q3 EPS on November 4. TWX November option implied volatility is at 43; December is at 39; verses its 26-week average of 40, according to Track Data, suggesting non-directional price movement.

Option Update is provided by Stock Specialist Paul Foster of theflyonthewall.com.

Once upon a time, retailers measured success by the number of people walking by in the mall, how many entered the store, the percentage they spent, and basket size. Now, a world of zeroes and ones has changed their perspective entirely. Social media is expected to be the star during the coming holiday season, with retailers pushing Facebook, YouTube, and Twitter content to get in front of consumers and affect either online or in-store purchases. Smaller Christmas budgets are expected, so the fight is on to garner as large a share as possible of a shrinking pie.

Of course, nobody would come out and say, "Social media is nonsense, and I'm not getting anything for my investment." So, when the likes of Starbucks (NASDAQ: SBUX), JCPenney (NYSE: JCP), and Target (NYSE: TGT) say that social media is connecting them with their customers and leading to more effective campaigns and product launches, do take it with a grain of salt. What can't be ignored, however, is that they're committing more resources to social media marketing, even though it's still far too soon to tell if it will be effective.

Equity markets ended the third quarter with their biggest losses in four months, and we're now staring down the closing months of 2009. Half the quarter, of course, is dominated by holiday sales, which ups the stakes at the finish line and sets the tone for the bulk of 2010.

Even though company performances have been fairly strong through this reporting season, it's tough to shake the nerves associated with depressed consumer spending and high unemployment.

"One of the guiding principles of our growth investing system is the concept that major trends tend to persist longer and go farther than originally expected," says Timothy Lutts.

In The Cabot Stock of the Month, he explains, "It's a principle that supports our current bullish market stance and our recommendation of Green Mountain Coffee Roasters (NASDAQ: GMCR), even though the stock is already up more than four-fold since March."

"The business, of course, is coffee, a true global mass-market product. And while Starbucks' stock peaked in 2006 (ending a 14-year run), Green Mountain Coffee Roasters is younger and far less famous.

One of the best ways for your business to get exposure and credibility is through public relations. Yet, hiring a PR firm can be expensive, easily running $5,000 to $10,000 per month.

Despite this, it's possible to do PR on your own. Keep in mind that a key to success is having an active and passionate founder or CEO who makes media relations a priority. This has been the case with many great leaders, such as Howard Schultz at Starbucks (NYSE: SBUX) and Marc Benioff at Salesforce.com (NYSE: CRM).

So, let's take a look at some of the steps you can take to improve your PR.

Via, the new instant coffee product from Starbucks Corporation (NASDAQ: SBUX), is making its debut Tuesday on the national stage.

The powdered java was already available in select markets, but the so-called ready brew is now being rolled out to all of the coffee chain's U.S. locations -- and CEO Howard Schultz promises it "will change the way people drink coffee."

Since its start in 1979, ESPN has grown at a rapid clip -- turning into the most powerful brand in sports media. With close to 100 million subscribers, the company has a variety of channels (ESPN, ESPN2, ESPNews, ESPNU, ESPN Classic, and so on), a magazine, stores, a radio channel, restaurants, books, and websites. If considered a standalone company -- it is now 80% owned by Disney (NYSE: DIS) -- it would probably have a valuation above $20 billion.

Despite all the success, the ESPN story has had little coverage, unlike many of the other great companies of the past generation such as Starbucks (NASDAQ: SBUX), Google (NASDAQ: GOOG), and Microsoft (NASDAQ: MSFT).