Five ways to finish strong in 2012

This article outlines five strategies marketers are embracing to ensure they finish strong in 2012. These are: adjusting media channel spend; ensuring budgets are fully and properly allocated; measuring results and performance; fine-tuning ad production; and executing strategy shifts based on market intelligence.

Five ways to finish strong in 2012

Michael McDermott

Marketing is a marathon, not a sprint, but maximizing brand value and equity demands a strong finish as the year winds down. The last four months of the year are an especially interesting time for marketers because the needs of their target audiences shift as they prepare for winter and the coming holidays, says Luke Kachersky, director of research and assistant professor of marketing at Fordham University's Center for Positive Marketing. "Brands and what they offer often serve a higher purpose in people's lives than they might during other times of...

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