TOKYO: Coca-Cola has applied its Integrated Marketing Communication (IMC) philosophy to product marketing in Japan, which is Coca-Cola’s most profitable market internationally, according to a senior marketer at the company.
Charlie Clinton, Admap, Shortlisted, Admap Prize 2017
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.
Eleanor Thornton-Firkin and Leah McTiernan, Research on WARC, Ipsos Connect, March 2017
This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.
LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.
Douglas Loretucci & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.
Hannah Fisher & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.
Judit Nagy and Anjali Midha, Journal of Advertising Research, Vol. 54, No. 4, 2014, pp. 448-453
The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform.
Steve Gladdis, Admap, November 2014, pp. 36-37
This article explains how brands get the most benefit from broadcast sponsorship when they develop it into a partnership, building a close association between program and brand with exclusive content and new products.
Irina Pessin and Karl Weaver, Admap, October 2014
This article explains why the Paid, Owned and Earned (POE) model of media planning that emerged in the digital age requires a new measurement solution, and presents a US-based analytics programme that adapts and connects a range of existing tools.