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| Insight Brief: Social Media: Here to Stay Nov 2009 This compilation of ANA resources on social media explores ANA survey results, new social media applications, and the issues surrounding the measurement of social media. Case studies from ANA members, such as Skittles and Fiskars, are also included. |
| Internal Promotion: A Pepsi Case Study Mar 2010 Lawrence DiCapua, senior manager, interactive marketing/CRM at Pepsi, discussed how Pepsi partnered with its agency to develop creative and dynamic email templates for internal communication that delivered significant results. |
| Listening and Leading: Managing Brands in the Age of Consumer Control Mar 2010 Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today. |
| Trends and Case Studies from the Marketing Trenches Mar 2010 Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas. |
| PepsiCo’s Approach to Television in Today’s New Media Landscape Feb 2010 Seth Kaufman, director, media strategy, PepsiCo North America Beverages, shared a case study of the Pepsi Refresh Project at the ANA's 2010 TV & Everything Video Forum. |
| Cisco's Fully Integrated Journey Feb 2010 Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies. |
| Insights from YouTube Feb 2010 Shishir Mehrotra, director, product management, Google, shared five trends affecting video advertising today. |
| The Path to Brand-Specific Commercial Ratings Feb 2010 After concluding the first two phases of their In-Home Commercial Ratings Test, the ANA’s Television Advertising Committee and The Nielsen Company are working on a potential path for providing individual commercial ratings (also referred to as brand-specific commercial ratings). |
| Research Report: How Marketers View TV and Video Advertising Feb 2010 Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising. |
| "It's a 'New Normal' and There's No Going Back..." Feb 2010 Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth. |
| Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance Feb 2010 Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance. |
| Big Ideas at MillerCoors Jan 2010 Joseph Abegg, brand manager, Miller High Life, MillerCoors LLC, discussed the successful strategy behind Miller High Life's one second Super Bowl ad in 2009. |
| Small Business Insights: A New World for B-To-B Marketers Jan 2010 Marcy Shinder, VP, brand strategy and marketing of American Express OPEN, and Jason Rudman, director, OPENForum.com Strategy and Marketing, American Express OPEN, shared insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate and discussed the launch of OPEN Forum 2.0. |
| HP and Tapioca Mobile: Exploring the Utility of Mobile Marketing Jan 2010 Scott Berg, director of digital strategy, office of digital strategy for HP, and Sachin Desphpande, founder and CEO of Tapioca Mobile, discussed how HP developed a mobile strategy and outlined mobile opportunities related to retail. |
| HBO - Harnessing Consumer Engagement in the Digital Age Jan 2010 Alison Moore, HBO's VP of brand strategy and digital platforms, discussed how the brand is focusing on broadening HBO's digital footprint by creating content hubs that connect the brand with consumers, connect fans with each other, and provide a unique digital presence. |
| Barclays Global Investors Case Study—Social Selling in the Age of Technology Dec 2009 Patrick Cartmel, managing director, global solutions, Mediaedge:cia discussed the shift from an emphasis on paid media to owned and earned media, case studies on brands who have made this shift, and ways to get started in social media. |
| Advanced TV Advertising—Comcast and Canoe Dec 2009 Andrew Ward with Comcast and Mark Mitchell and Bruce Dennler with Canoe discussed how they’re working to bring addressable and interactive advertising to national and cable television marketplaces. |
| Attention CEOs Dec 2009 Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures. |
| PepsiCo: Using Social Media to Connect Online and Offline Dec 2009 Bonin Bough, director, digital media communications, PepsiCo, Inc., discussed PepsiCo’s forays into the social media space via campaigns for Tropicana 50 and Gatorade. |
| Behavioral Economic Theory as it Relates to Marketing Dec 2009 Colonel Casey Wardynski, Director of the U.S. Army’s Office of Economic Manpower, discussed the challenges inherent in marketing the U.S. Army. |
| RadioShack: Revitalizing an Iconic Retail Brand Dec 2009 Greg Stern, CEO of Butler, Shine, Stern & Partners, discussed how RadioShack rebranded itself as The Shack using both traditional and social media along with events and promotions. |
| Maximizing the ROI of your Online Brand Campaign Dec 2009 Brand.net COO Andy Atherton discussed how focusing on quality, scale, and value can help ensure page-level quality for marketers’ media buys. |
| Ingredients to Successful Social Media Campaigns Dec 2009 Jordan Berg, founding partner and chief creative officer of Questus, discussed how Suzuki used traditional analytical tools and next-generation social tools to find a new audience. He also presented a case study on the Busa Beats campaigns. |
| Innovation Spurs Growth Nov 2009 Google chairman and CEO Eric Schmidt discussed how new technologies, creativity, and search advertising will be important as the economy recovers. |
| Comparisons of Social Media Marketing and Traditional Media Marketing: Do They Stack Up? Nov 2009 Alex Romanovich, founder and CMO, Social2B, discussed the new metrics marketers should consider when calculating the value of their online advertising and social media. |
| The Future of Magazines: The State of the Industry Nov 2009 George Janson, managing partner at Mediaedge:cia, discussed the future of the magazine industry. |
| The ARF 360° Model: The Human-Centric Approach Nov 2009 The Advertising Research Foundation’s (ARF) media effectiveness model is currently being revised to better reflect how consumers process ad messages in today’s heavily digital media environment. Craig Gugel, senior vice president, media analytics, ARF, presented a Toyota Prius case study to illustrate some features of the ARF’s model. |
| Unilever Case Study: Brightline Update Nov 2009 Unilever provided an update on their partnership with Brightline iTV and discussed ways their brands have created a two-way dialogue with consumers through interactive and on-demand television. |
| Unilever Case Study: Brightline Update Nov 2009 Unilever provided an update on their partnership with Brightline iTV and discussed ways their brands have created a two-way dialogue with consumers through interactive and on-demand television. |
| Research Report: Harnessing the Power of Newer Media Platforms for More Effective Marketing, 2nd Edition Nov 2009 This Research Report reflects findings of a joint survey from ANA and BtoB Magazine on the usage and best practices among B-to-B and B-to-C marketers of newer media platforms (such as search, social networks, user-generated content, podcasts, blogging, and more). It analyzes spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix. |
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