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Editor's Picks
The metrics revisited
Measuring High Performance Sponsorship programs
IEG Sponsorship Consulting, 2009
Just how do you put a value on sponsorship? For years, it was considered by many to be impossible, even though it was acknowledged that sponsorship could be enormously valuable. Great strides have been made in measurement and evaluation, and in this paper, IEG sets out the ten factors it considers crucial to meaningful measurement of any sponsorship program. Follow this methodical approach, it says, and marketers will have a great deal more confidence in the return they’ll get from their sponsorship investment.
Pop ups permitted
The Interruptibles,
MediaEdge:cia, 2008
The zeitgeist has been firmly against communication that intrudes and interrupts the consumer for some time now; permission marketing has been the watchword since the phrase was first coined by Seth Godin. But interruption may have a new role to play in gaining attention in a multi-media tasking world and may even be positively welcomed on occasions, according to MEC. Networkers’ state of attention is in constant flux and they want to be constantly ‘in the know’ so if you can make yours a ‘good interruption’ you may be on the path to greater engagement.
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TGI, 2009
Free publication of extracts from TGI’s immense database of product usage information from around the world.
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Mediaedge:cia, 2008
MEC's report on the opportunities for brands offered by the London 2012 Olympics.
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Damian Thompson, 2007
Damian Thomson of Mediaedge:cia London Until the present time, the Icelandic PR style has been more of a "shoot-from-the-hip" approach, but as the exposure of Icelandic companies to international markets has increased so dramatically over the past years the demand for more cultivated PR has risen.
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Dede Fitch, 2007
In this report Dede Fitch (Global Analyst at Millward Brown) looks at how marketers are returning to the great outdoors. Frustrated by the declining ability of television to deliver mass reach that is cost-effective, advertisers are putting renewed emphasis on reaching people when they're away from home. Out-of-home media companies are encouraging this trend, offering new ad formats while touting out-of-home as the "unavoidable" medium. But is the 24/7 coverage offered by out-of-home really the simple answer to reaching consumers on the move?
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Nigel Hollis, 2006
The advent of the Digital Video Recorder (DVR) - known as the Personal Video Recorder or PVR in many countries - has caused a significant stir in the world of marketing. Increased consumer control over the traditional advertising medium of choice will have significant implications for both media planning and creative execution. How will TV advertisers need to adjust to deal with time-shifting and fast-forwarding?
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