All MKC Content
The authors describe the process of elimination consumers use to narrow down brand choices.
The author looks at the security/privacy debate and how it ultimately may affect marketers.
The authors call for greater accountability and metrics to measure the effectiveness of Yellow Pages advertising.
This case study examines MasterCard's ongoing efforts to measure marketing effectiveness by linking the brand and ROI.
In this presentation, leading creative director Steve Penchina shares actionable and cost effective tips on how to work with your agencies to create highly conceptual, memorable, and effective advertising. He also offers important insights on the client-agency dynamics, including what clients should expect from their account/creative teams and vice-versa.
In this presentation, Stan Beals shares his observations of what is working and what is not in today's client-agency relationship and where both sides should be focusing moving forward. He also discusses the key elements clients are looking to measure and where agencies are succeeding.
Lauren Rich Fine shares her insights on Google and Yahoo!, covering issues including: thoughts on the stocks; growth projections; new offerings / revenue streams (e.g., Google's site-targeted ads), and international prospects.
Susan Bratton, chair of AD:TECH, provides an overview of the conference as well as insights on how savvy marketers are incorporating online capabilities to invigorate their traditional marketing.
This presentation explores how marketers can identify core female segments and track to profitable results.
Mary Lou Quinlan, CEO and Founder of Just Ask a Woman, shared five provocative trends that are dramatically shifting female consumer behavior and loyalty.
The author describes the cultural differences between marketing Enterprise in the U.S. and the U.K.
The author shares some of the ANA Marketing Resource Center's member questions on television commercial production and the advertising creative process.
In this presentation, BtoB Magazine editor Ellis Booker discusses how the B2B customer is changing in today's marketplace. He also shares how media outlets are offering up new services and packages as a result of this consumer evolution.
The author discusses the untapped opportunities of digital delivery of print.
The author discusses her favorite pastimes, travel destinations, and hobbies.
In this presentation, Elana Anderson from Forrester Research shares the results of a B2B Marketing Effectiveness study conducted jointly by Forrester and BtoB Magazine.
The author discusses the history and possibilities for RFID (radio frequency identification) technology.
The author discusses the challenges and opportunities that lie in print in rural/hometown/local communities.
The author argues that the business model for upfront television negotiations needs to change.
This presentation reviews how Motorola developed a highly disciplined process for how it measures the defects or barriers in their marketing communications process using Six Sigma as a guiding force.