Michael Palmer, executive vice president of the ANA School of Marketing, explains why training is the key to marketing efficiency, superior results, and brand growth.
Esther Lee, senior vice president of brand marketing, advertising, media, and sponsorships for AT&T, discusses how brands can harness the power of the mobile platform.
Bob Liodice, President and CEO, ANA, discusses why the industry needs a champion for measurement.
CMO Karen Quintos lays out a fresh branding campaign for courting IT success and provides best practices for achieving professional (and personal) victories.
At AB InBev, procurement and marketing take a team approach to agency selection.
When marketing and sales work together in an insights-based approach to sales, everybody wins.
Bob Liodice, President and CEO, ANA, discusses making a case for more productive marketing.
It’s time for marketing, procurement, and agencies to build a more harmonious relationship. Just as procurement executives should expand their knowledge of agency operations, agency executives should become “procurement savvy.”
How to maximize the effectiveness of your sponsorship opportunities through accurate targeting, goal-driven resource allocation, and integrated marketing. Also find case studies from Mercedes-Benz and State Farm.
The IAB’s president and CEO addresses the sensitive issue of online behavioral advertising and other timely topics including digital advertising measurement, mobile marketing, and the efficacy of television advertising.
Learn what you need to know to succeed in a daunting marketing and advertising space. Case studies from TurboTax and Downy, a Procter & Gamble brand, show how marketers have used crowdsourcing and social media sites to connect to consumers.
An ANA survey reveals that companies are spending more on newer media platforms to reach multicultural consumers. The survey found that, since 2007, the newer multicultural media platform showing the greatest increase in usage is social networks, which rose 43 points, from 16 percent to 59 percent.
Marketers must find ways to combine purpose with action to make their brands more meaningful. By turning brand values into brand action, you build not just a brand, but an “action brand.”
Television has risen from the ashes to become a hot advertising medium once again. Bob Liodice, president and CEO of the ANA, discussed interactive television, which has the potential to create an entirely new caliber of television advertising.
Nielsen’s vice chair addresses pressing questions from ANA TV & Video Committee members. Topics include rating systems, cross-media/multiplatform research analysis, and econometric tools.
Could a standardized metric prove that strong brands build shareholder equity? The ANA believes so, and its goal is to develop a uniform metric that provides a clear picture of what marketing efforts contribute to a company's bottom line.
These five best practices for digital media use in public relations help brands extend their reach and manage their reputations. It's more important than ever for marketers to master the digital space in a world where Twitter, email, and Facebook are key communication platforms.
Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.
Thanks to the rise of social media, more companies are adding customer product reviews to their websites. Is it a risky proposition?
Use this three-step method to boost your marketing spend while keeping the CFO in line with your objectives.