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ADVERTISING STRATEGY
Marry branding and response for better ad payback
Can branding ads be built to generate response? Yes: it’s all a matter of mindset and technique. Here are some pointers.
Lucas Donat, Donat/Wald
CAMPAIGN EVALUATION
Should accountability metrics dismiss intermediate effects
Intermediate ad measures can’t predict performance, can they? Here’s a set of metrics that show how they can.
Ged Parton and Jon Harper, Synovate
CAMPAIGN EVALUATION
Should accountability metrics dismiss intermediate effects
Intermediate ad measures can’t predict performance, can they? Here’s a set of metrics that show how they can.
Ged Parton and Jon Harper, Synovate
MULTI-MEDIA ACCOUNTABILITY
Accountability: in search of the holistic grail
How can we measure holistic campaign effects? Here’s a three-level programme that can provide the answers.
Claire Spencer, i to i research
TV ADVERTISING
The new television
With TV, don’t think broadcast any more. This is creative video, so plan it with that in mind.
Todd Merriman, Group 1066
MUSIC IN ADVERTISING
Minding music and movies
Does your ad have rhythm? Here’s how music can help structure ads and the emotions they elicit.
Charles Young, Ameritest
EMPLOYER BRANDING
Maximising the power of the employer brand
Do you really market your brand to your employees? Here’s why it matters, and how to do it properly.
Deborah Fernon, CIPD
CUSTOMER SATISFACTION
Adding value to CSM: the Kano Model
Here’s a simple, practical way of conducting and analysing customer satisfaction surveys.
Michael Lieberman, Multivariate Solutions
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