Admap Magazine - November 2009 - Warc

Admap Magazine - November 2009: www.warc.com/admap

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Short-term ad effectiveness
How to get swift payback, including case studies of brands that have achieved big payback in very little time.

Free article:
> How Oral-B changed European brushing habits in six months

Focus: Short-term ad effects

Fast marketing			Case study: Oral-B
	Telling consumers why they should buy right now			How Oral-B changed European brushing habits in six months

Short-term ROI			Case study: Hovis
	Think like the CFO to demonstrate the value of marketing to the City			Hovis adapted a creative legacy to achieve a rapid share turnaround

Case study: Philips			Fast research
	How Philips used emotion to change the perception of electric razors			Adopt new technology to be more fleet-footed in market research

Features

New media			Online advertising
	Ten surefire ways to fail in new media			Opportunity knocks for the storing and recall of online ads

Shopper psychology			Best Practice
	The hidden shopper: the psychology of buying decisions			Best practice: Make customer segmentation pay

Twitter marketing			Brand experience
	How to use Twitter as a brand marketing tool			Mind the gap between brand expectation and delivery

Biometric research			Sport sponsorship
	Ad response tests show how attention connects to memory			Understanding sport-related emotions in sponsorship

Opinion

Colin Grimshaw			Joe Mandese
	From the editor: The need for speed			Media ink: Be mindful of what you measure

Jon Steel			Gary Arlen
	On planning: The last of the handloom weavers			Crossing the line: Three-screen measurement

Paul Feldwick
	The Feldwick Factor: Evaluating brand created media

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