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Channel planning, media mix selection

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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 event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

News

LONDON: The Admap Prize 2017 has been won by Thomas Henry, Senior Strategist at Mother New York, for an essay that accepts social media is very helpful in improving effectiveness for FMCG brands, but is subordinate to TV when it comes to achieving ...

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Article

This article posits that social media should be used to spur engagement and interaction with the 'conversation-starting' TV campaign, providing four steps to doing so.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

News

LONDON: Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, ...

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.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

News

HONG KONG: Digital advertising expenditure in Hong Kong is expected to surpass traditional media for the first time in 2017, according to a survey of some of the top advertisers in the territory.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Research Paper

This paper relates the findings of the IAB's research into whether including desktop and mobile ads in a multiplatform ad campaign improves brand impact.

Article

This event report examines attention in the modern age, and how to best utilise the time available to engage consumers.

Article

This event report outlines various findings from the "How Advertising Works" study produced by the Advertising Research Foundation (ARF).

News

NEW YORK: Media plans that include mobile and desktop advertising executed simultaneously with traditional offline media consistently drive greater lift across brand impact metrics than traditional offline media alone, a new study has found.

News

DELHI: The past year has seen a surge in the amount of time Indian consumers spend on their smartphones, to such an extent that the device has passed television in terms of media consumption, according to a new study.