Print: Advertorials

 

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, V ...

Although 90 percent of marketing communication investments are accounted for by investments in brand contacts, i.e., the points at which the consumer and the brand come in contact with each other, unt ...

Andy Taylor, creative director at Heresy, believes that there has never been a better time for a new idea to break into the UK marketing business, but he doubts whether infotainment and advertainment ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

Kate Sirkin, executive v-p and global research director at Starcom MediaVest Group, argues that the traditional way of developing communication campaigns (first develop creative ideas then find media ...

In this introduction to six articles focussing on media planning the author points out the importance of identifying and exploiting media channels that touch consumers in the most appropriate way to a ...

With his considerable experience of how print advertising works, Alan Smith looks at some of the factors that can be incorporated in models for planning multi-media campaigns (or building into a multi ...

This chapter of Best Practice looks at how planners navigate the maze of media channels available in today’s world. With its excellent reading list it summarises the criteria for choice, recent resear ...

This paper deals with media planning, which is a challenging problem for both academicians and practitioners. An integer linear programming model on media planning is developed which incorporates qual ...

Starting with a discussion of two analyses from a recently published multibrand study, this paper argues that such work could help us learn much more about the effects of different marketing and plann ...

In this article Jane Asscher asserts that a media-neutral approach to planning should place the consumer at the heart of the issue, rather than being secondary to media selection. She argues that budg ...

The traditional 'rules' of marketing are undergoing serious re-examination as companies seek new ways to build strong brands in the post mass-media era. There is an urgent need to answer the core ques ...

This paper describes the development by Initiative Media of Matrix of a new tool for optimizing multi-media campaigns, based on a survey held in 12 countries amongst over 24,000 respondents, the main ...

This paper describes the work conducted by Kohler Co. and Brand Keys, Inc. in support of a Brand-to-Media Consonance Model as a way of optimizing traditional media planning tools. Media planning has b ...

The author uses the illustration of a fictitious case study for an anti-dandruff shampoo to highlight the wide range of research techniques available to the media planner. He says that advertising im ...

Sheila Byfield explains the reasons for introducing the research project 3D and describes its uses. First it identifies the most profitable customers and their relationship with the brand, second it ...

The author discusses the development of media plans within advertising campaigns. She pinpoints four key trends that affect the shaping of media planning and negotiation:-population diversity (ethnic ...

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous adverti ...

Conventional wisdom suggests that most purchases made from infomercials - 30-minute direct-response television advertisements - are made on impulse. However, this study of 878 infomercial purchasers o ...

Discusses the problem of presenting realistic mixed-media exposure figures for multi-media planning. Historically, media planners fall back on the random duplication or `Sainsbury method', assuming th ...

Describes RADAR, a new multi-country study by Initiative Media. This shows how central planning and co-ordination of local communications for global campaigns, is effective, time-efficient and cost-ef ...

Develops a theory for understanding advertising, using a military analogy: in marketing, there are attack forces and occupation forces. They play different roles and have different strengths and weakn ...

The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research. New tools will be needed to support the decision-making in the process of media s ...

After reviewing the history of 'infomercials' and published case studies in the USA, the author reports on a postal survey to assess attitudes of current advertising professionals to infomercials and ...

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability. The authors argue that often it is not the models themse ...

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...

In what is becoming an increasingly cluttered competitive environment, advertisers are being forced to identify alternative approaches with which to communicate their messages. This article focuses on ...