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Cross-media & multimedia effects

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Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

This article provides marketers with information and guidance about combining TV and digital media strategies.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Case Study

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Case Study

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Research Paper

This report looks at how Turner, a US media conglomerate, utilised cross-screen measurement to capture the effectiveness of its marketing for its Animal Kingdom TV series.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

News

NEW YORK: Brands interested in pursuing "identity-based marketing" should consider emerging best practices in areas like data scrutiny and consumer privacy, a paper in the Journal of Advertising Research (JAR) has argued.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Persil, a detergent brand, successfully increased its sales in the UK with a bold campaign that reinforced its decades long motto.