Admap December 2012

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Admap: December 2012

How to achieve influence
The notion that marketing could be made more efficient by targeting small groups of influencers was encouraged by Malcolm Gladwell's book, The Tipping Point. But there is currently much debate, and disagreement, around what 'influence' really is, and how it can be achieved - if at all as a controlling action.


ACHIEVING INFLUENCE

Lady Gaga Fame

CONNECT IN THE REAL WORLD
How influence works (free)

THE PULL PHENOMENON
Push-you-pull-me

SOCIAL MEASUREMENT
From hype to hope through science

COGNITIVE BEHAVIOUR
Influential behaviour

FLOCK RESPONSE
Birds of a feather



BEST PRACTICE

Best PracticeGreen marketing

How marketing practices have to change for promoting green brands


BOOKSHELF

Understanding Digital MarketingSPEED READ
Understanding Digital Marketing – Damian Ryan and Calvin Jones

BOOKS TO INFLUENCE ME
Al Moffatt – President and CEO, Worldwide Partners


ALSO IN THIS ISSUE

Real Mexican food

CREATIVITY
Cultivate creativity in the workplace

MEMORY AND BEHAVIOUR
Duelling memories

QUANTITATIVE RESEARCH
Storytelling with numbers

NET PROMOTER SCORE
Loyalty is the big enchilada

MARKETING BUDGET OPTIMISATION
Advertising as risk hedging

BRAND ENGAGEMENT
The engagement entry point



CASE STUDY

Best PracticeEcover's makeover

Repositioning the eco-friendly detergent from a 'brand for hippies' to the mainstream


INFORMATION

Further details on Warc's monthly magazine including:

About Admap
Subscriptions
How to advertise
Write for Admap


OPINION

opinion

REGULARS

Trendwatch10 TRENDS Mobile

TRENDWATCH
Presumer power

BEST PRACTICE
Green marketing

LOWDOWN Custom audiences


ADSTATS

AdstatsAdspend forecast

US$382 billion is expected to be spent on advertising across 12 key global markets in 2013


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