Subject Index
 

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

This paper describes a one-year project that was carried out to understand the effectiveness of the adidas 360° marketing and communication strategy developed in France before, during and after the 20 ...

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behavi ...

Everyone involved in communications is challenged by today's environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to a ...

Discusses 'engagement' and how it can be measured in magazines. Mass media has lost its power to connect with consumers as it used to. Consumers can now interact with mass media content and customize ...

Sheila Byfield, global director of consumer insight for MindShare, describes some of the dynamic changes (and dubious predictions) of the last 20 years. These are resulting in a consumer who is less p ...

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 ...

Multimedia reach and frequency applications are perhaps some of the most widely used tools in the media planner's analytic arsenal. These tools allow planners to craft media schedules using a variety ...

Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syn ...

The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly m ...

This paper introduces a method to create a multimedia package based on a close psychological affinity between a brand and media vehicles as a preliminary stage before considering cost-efficiency. Whil ...

`Holistic' media planning, across several media, has become essential, as technological developments have increased consumers' choice and control of their exposure. In cross-media planning programmes, ...

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 ...

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personn ...

Technological and economic changes are transforming the system by which the media are funded by advertising. This article 1) examines what this transformation means to the way media are defined and ca ...