In praise of honestyTell the Truth
In "Tell the Truth", Jonathan Baskin and Sue Unerman, Chief Strategy Officer of MediaCom, look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships.
Dividends at the check-outShopper Marketing’s RoI
Every CEO wants greater ROI from their marketing, but Investment in Shopper Marketing programmes is often seen as a ‘rob Peter to pay Paul’ strategy, argues Manita Khuller. But working in collaboration with retailers can reap outstanding benefits for both.
Also in Marketing
Product, Price, Placement, and Promotion still matter but the new 4Ps enable us to expand upon and magnify their effects in an increasingly digital world.
Walk into the lobby of any of the biggest brands around the world, and you're likely to see the kind of content marketing that the people with the purse strings like. Art. Art impresses; art communicates; art has impact.
Customer Segmentation is key to any successful campaign. But how can retailers use customer information to better understand how different media affects these various customer segments?
Understanding how share of voice and market share relate to each other can help retailers make better sense of their numbers.
Designed to drive the advertising, marketing & media industry forward through education, entertainment and engagement. This years Advertising Week has uncovered some prevalent trends, as captured in this MEC@.
Measuring the effectiveness of Shopper Marketing requires collaboration between brand and retailer to exploit the mass of transactional and consumer behavioural data available, writes OgilvyAction’s Manita Khuller.
REFUEL is JMI's e-newsletter designed to highlight the best from our world of motorsports marketing. In each edition we share our latest client work and hear from industry experts, marketing communications leaders, and sports business personalities. We also examine new trends and give assessments and perspectives on the opportunities and challenges within our industry.