Admap Magazine - June 2009: www.warc.com/admap
Marketing accountability in recession
Available to WARC subscribers below, including analysis from Les Binet
and Peter Field on risks of over-emphasising accountability in a downturn.

Introduction from the editor: Who's counting?
Focus: Accountability in recession


Dangers in a downturn

 


Global portfolios

<BR>Dangers in a downturnLes Binet and Peter Field on the harm of common cutbacks
 <BR>Global portfoliosHow Diageo measures its brand activities across the world

Predictive modelling

 

Mixing art & science

Predictive modellingTechniques to optimise pricing
and distribution
 Mixing art & scienceWhy proving cause and effect is a puzzle of many pieces

Search advertising

  
Search advertisingIsolating and measuring the brand effect of search ads
   


Features


Creative briefing

 


Analogue to digital

<BR>Creative briefingBest practice guide to the key components of the perfect brief
 <BR>Analogue to digitalManaging the transition from old media to new media

Global brands

 

In-game marketing

Global brandsLearning the visual cues that cut across language and cultures
 In-game marketingWhy brands need to offer gamers fame and group identity

Retail engagement

 

Consumer psychology

Retail engagementFrom sales pitch to conversation: a fashion case study
 Consumer psychologyPysychographics matter more than consumer status

Brand analysis

 

Consumer research

Brand analysisFresh perspectives can redefine brands during a recession
 Consumer researchDepriving people of favourite products gives new insight


Opinion


Colin Grimshaw

 


Joe Mandese

<BR>Colin GrimshawFrom the Editor:
Don’t let accountability impair marketing flair
 <BR>Joe MandeseMedia Ink:
Search will grow
when money is tight

Paul Feldwick

 

Gary Arlen

Paul FeldwickProblem Solver:
Why the bank brand
is not dead yet
 Gary ArlenCrossing the Line:
When technology's ahead of policy

Rory Sutherland

 

Molly Flatt

Rory SutherlandOn Planning:
Planners need a common enemy
 Molly FlattOn Social Media:
Who is actually influencing who?




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