Communications planning: Communications development

 

At first glance, an ad campaign and a homicide investigation share little in common. In this article, however, Rory Sutherland shows how the strategies used in the first 48 hours of a murder investiga ...

Olivia Johnson, planning director at Hooper Galton, advises on how to produce successful campaigns in today's fragmented and cacophonous media environment. She argues that too few brands have a truly ...

Marketing communication is changing from a sales pitch to an informative, entertaining experience (or `pull' instead of `push'). Merging marketing and entertainment is the approach that offers the bes ...

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches. He ...

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e. heavy advertising followed by adapt ...

Mark Westaby, director of the Portfolio PR Group and founder of Metrica, a research and evaluation company, argues that PR (especially media relations) plays a critical role in the marketing mix, espe ...

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising. Client and agency manifestos proved to be markedly different, thus emph ...

The then Executive Planning Director at BMP DDB Needham Worldwide tells the story of the Rowan Atkinson award-winning campaign for Barclaycard, and shows how, like most great campaigns, it developed l ...

Mary Goodyear’s groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool – useful for explaining and understanding markets, brands and advertising as well as consumer ...

In this introduction to Admap’s focus on Channel Planning, Roderick White pulls together the (recent) developments in communications planning, such as the neutral media mix, integrated communications, ...

For at least the last decade, we have been promised a future dramatically different from the staid, regulated world in which 80% of any firm’s marketing communications budget was spent on advertising ...

In this penetrating and witty article Jeremy Bullmore reviews the belief and fears prevalent in the 1950s and 1960s of the effects of mass marketing and mass media, painting a depressing picture of th ...

Frito-Lay's success is based on developing unique ideas. A fully dedicated planning unit was set up to help integrate media into the overall process of brand development. Frito-Lay Media and Team Frit ...

An advertiser discusses how to develop an advertising strategy: the value of having a strategy; how it fits into the business (marketing, operations, distribution and human resource strategies); princ ...