Communications planning: Strategy development

 

This article provides a brief discussion of how marketers can/are adapting to the current uncertain communication environment. Key points are: assess the risk, especially by analysing the four main fo ...

This article describes the five key phases of growth for a marketing services agency, and the challenges they pose. At the birth stage, the number of staff is below 15, management is informal and conc ...

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger comp ...

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 ...

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 ...

Dominic Twose, global head of knowledge management at Millward Brown, has analysed the winners of the IPA Effectiveness Awards and identified the main common themes that have resulted in brand growth. ...

Long-term brand growth demands rigorous research, detailed planning and a relentless focus of activity. Sue Burden, a director at Added Value UK, describes the three main stages in developing a brand ...

Over the last three decades advertising and the context within which it occurs have changed beyond recognition. As the communications universe expands and society fragments, advertising has lost its t ...

In this introduction to Admap's report on consumers & media, Roderick White discusses the knotty question of how people use and relate to media. What makes this particularly fascinating and complex is ...

In his regular review of the US ad scene, Joe Mandese argues that despite the popularity of communications planners looking beyond traditional media, the actual split of US marketing budgets between c ...

Chris McDonald asks whether it is time to revolutionise the approach to marketing due to the rapid increase in the number of TV stations, magazines and growth in advertising expenditure. The number of ...

William Ratcliffe offers advice to advertising and research professionals on how to produce advertising that produces a peak in sales. He shows ad developers how to rise to fame and fortune, regardles ...

This article revisits the literature bases used to build message strategy models and develops a model that is more comprehensive than previous ones. Tests of the model's ability to capture consumer de ...

It is often suggested that brands need consistent advertising to succeed over time. This articles explores the evidence of what happens in reality. Brands mentioned for consistency: De Beers, Captain ...

This article examines advertiser risk-orientation and managers' attitudes towards campaign planning. Advertiser risk-orientation is viewed in the context of the propensity of advertising managers to e ...

Argues for, and illustrates with examples, the importance of research and advertising working together in an agreed integrated strategic framework. The problem with pre-packaged testing and tracking s ...

We are living in times of great change, often with apparent contradiction in the way these changes are likely to affect consumers and their lives. In order to positively leverage these changes in the ...

This paper describes the research project undertaken by Hewlett-Packard to enable them to determine whether or not it was possible to achieve economies of scale by developing a trans-national advertis ...

This paper describes the process whereby the loss-making and seriously at risk company, International Harvester, was transformed by decisive management action, good research and a strong creative and ...

This paper goes into considerable detail to describe the IBM philosophy with regard to their advertising expenditure and the way in which they use research to develop, tune and track the effectiveness ...