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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.
Post-recession media
After the drought: What will the recovery mean for media and marketing?
Rob Norman, MEC, 2010
A contribution to MEC’s Strategies for a new consumer age, this essay by Rob Norman focuses on the changes wrought to the media industry during the recession, and particularly the challenge newspapers, magazines and TV stations now face to re-invent their business model. In the face of the onslaught from addressable, always on, digital media, they will need to move ‘beyond reach’ and towards engagement, driving preference and other propositions of value to brands.
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- TGI, 2009
Free publication of extracts from TGI’s immense database of product usage information from around the world.
- Mediaedge:cia, 2008
MEC's report on the opportunities for brands offered by the London 2012 Olympics.
- 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.
- 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?
- 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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