Media neutrality: Integrated marketing

 

Discussion with Jeffrey and Bryan Eisenberg, authors of a recent book 'Waiting for Your Cat to Bark: Persuading Customers When They Ignore Marketing', showing how businesses can optimise increasingly ...

Advertising and marketing is undergoing a seismic shift as new technology engenders social change, and transforms the way consumers view commercial interaction. This article argues that 'brand' advert ...

This article defines the integrated marketing process and shows how it can be used to improve advertising. It discusses how integrated marketing thinks about brands, the consumer experience with produ ...

Jane Kesley, board dirctor at Emap Advertising, explains the nature and role of cross-media deals in an age when clients want full-service advice from an industry that has become very fragmented. Man ...

Stan Rapp, US editor of Admap, reckons that the ad agency of tomorrow will be very different from today's. Having predicted the 'integrated communications agency' 15 years ago, he now sees a new mode ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

John Wood, managing director of Beechwood, describes the slow beginnings of integrated marketing communications in the 80s, and the dramatic impact that advances in technology and on-line availability ...

Joe Mandese, in his regular report from the USA, describes the thinking behind FCB Media – an operation aligned with the main agency but able to use the resources and skills of the ‘unbundled’ Interpu ...

Neil Fox, founding partner and planning director at TDA, argues that a framework is required to make the most of integrated marketing communications. He proposes a ‘hierarchy of engagement’ to determ ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...

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, ...

Claire Spencer, managing director of i to i research, looks back at how the PR industry has evolved over the last 40 years and envisages PR playing a pivotal role in integrated communications over the ...

This introduction to five articles focussing on non-traditional communication channels (Beyond media focus) discusses how the pressure for media neutrality has brought about truly integrated marketing ...

Phil Gullen, global vice-president at Carat International, argues for mixed media campaigns. He discusses the increased efficiencies created by media interactions and produces five rules for media sy ...

In this introduction to seven articles in the ‘media futures focus’ of Admap’s anniversary issue, the author reviews the changing media landscape for TV, newspapers and magazines, outdoor, internet an ...

Terry Prue, senior partner The HPI Research Group, argues that communication campaigns via non-traditional media deserve proper evaluation just as much as those using main media. He demonstrates this ...

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 ...

Jeremy Bullmore looks at the history of integrated communications and who will supply this in the future. He argues that though the full-service agency may be dead, the parent companies of agency gro ...

This ‘Best Practice’ paper looks at the complex and fragmented world of ambient media. After defining the subject, the author looks at ambient media’s relationship with point-of-purchase, promotions ...

Louise Cook, partner at Holmes & Cook, argues that econometrics has a lot to contribute in the evaluation of integrated marketing campaigns. She discusses four areas that need to be considered for us ...

David Iddiols, senior partner at HPI, describes how ‘Superglue’ – a research tool that evaluates campaigns and other influences that shape brand perceptions – works. The theory and three stages of re ...

Francesca Brosan, Omobono, describes how the East of England Development Agency persuaded telecoms companies to provide broadband access to the communities it served. This involved an imaginative inte ...

In his regular column, Joe Mandese describes the new thinking that is leading to media independents and buying shops developing and controlling the creative content of advertising that they place.

Tim Hazelhurst describes the totally integrated marketing contact strategy developed and implemented by Altro, the inventor and market leader in safety flooring. He shows how, over a 3 year period, re ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

Media neutrality is central to an integrated communications approach. But most clients increasingly use a number of specialist agencies to develop and implement their communications - this, it is argu ...

In this article the authors discuss the development of Integrated Marketing Communications and explore how it is being used by agencies that are members of the Institute of Practitioners in Advertisin ...