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Books & Reports
Warc Trends: Asia Toolkit 2012
Asia Toolkit 2012
Warc Trends: Mobile Marketing
Warc Trends: Seriously Social
Warc Trends: Shopper Marketing
Warc Trends: Toolkit 2013
Advertising Works 16
Advertising Works 17
Advertising Works 18
Advertising Works 19
Advertising Works 20
Advertising Works 21
Advertising Works 22
From Prime Time To My Time
Goodthinking: A Guide to Qualitative Research
How Public Service Advertising Works
Marketing Excellence 2
Marketing in the Era of Accountability
New Models of Marketing Effectiveness
Warc Trends: Asia Toolkit 2012: Contents
Chapter 1 – Consumers: The New Middle-Classes
Key Insights: The ‘new consumers’
Building markets from the ground up
TV dominates, with online growing
Case study: Intel
Implications: Reaching ‘new consumers’
Chapter 2 – Brand Management: Rethinking ‘Glocal’
Key Insights: Brand management
Local relevance beats global alignment
Case study: Maybelline
Implications: Global versus local
Chapter 3 – Insight: Cultural Connection
Key Insights: Using cultural insight
Developing a deeper connection
Case study: Cadbury India
Implications: Cultural connections
Chapter 4 – Integration: Orchestration
Key Insights: Orchestrating media
How to use media more effectively
‘Super Bowl, Super Social’ in Asia
Case study: I Lohas
Implications: Orchestrating campaigns
Chapter 5 – Social Media: Asia’s Networked Consumers
Key Insights: Using social media
Making friends with social
The rise and rise of the social giants
Case study: Philips
Implications: Better social strategies
Chapter 6 – Content: Brand Journalism
Key Insights: Brand journalism
Brands take on the role of publishers
Case study: Nissan
Implications: Using content
Chapter 7 – Effectiveness: Return On Sponsorship
Key Insights: Sponsorship that works
‘Fit’ plus activation drive success
Spend versus measurement
Case study: Hero Honda
Implications: Effective sponsorship
Chapter 8 – Adspend: Key Investment Trends
Key Insights: Asia’s adspend trends
The regional picture
TV and online drive growth
TV and digital in key markets
2012 forecasts: China, India and Japan
Trading conditions in Asia-Pacific
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