Integrated Marketing : Marketing mix

Joseph Jaffe, President and Chief Interrupter, Crayon, discussed how communication differs from conversation in the world of social media.

Jim Margolis, Senior Partner, GMMB, Senior Advisor to the Barack Obama presidential campaign

In this article ANA President and CEO Bob Liodice discusses driving growth in uncertain times.

This guideline provides a 10-step marketing sciences rehab program to help create stronger marketing departments.

Mark Chaves, Senior Product Manager at SAS, discussed the challenges his company faces in marketing its message.

This article discusses behavioral targeting tactics that American Airlines and Sprint have employed to deliver timely, relevant advertising to a receptive online audience. Additionally it highlights five key questions marketers should consider when looking to apply behavioral targeting to reach consumers.

Anne Finucane, CMO of Bank of America, spoke about the expansive role that marketing plays at Bank of America and the ways in which in marketing can be used as a vehicle for growth during tough economic times.

Representatives from Verizon and Campfire presented a case study on their integrated marketing campaign for Verizon’s high-speed broadband service, which combined traditional marketing with social media, block party events, and a television show featuring the product.

The development of technologies that allow marketers to get closer to the consumer has raised the expectation of an marketing organization. This article provides a few tips for companies interested in "build[ing] their brand within" and overcoming the challenges facing today's marketers.

In preparation for the 2008 Annual Conference where a CMO Roundtable session is scheduled, this article reviews the findings of the Marketing and Media Ecosystem 2010.

Often referred to as the "Father of Integrated Marketing,” Northwestern University’s Don Schultz has authored 13 books on marketing, including the ANA’s Measuring Brand Communications ROI. In this presentation, he introduced new analytical methodologies to help marketers catch up to the integrated world that their customers are already living in.

This article explores what is being done by print media companies to meet increasing demands of national advertisers who are looking for solutions that deliver value and measurable results.

This article describes how Claire Bennett’s rare combination of creative and financial sense has helped elevate the marketing organization at American Express.

This guideline presents two approaches to stimulating new thinking about marketing measurement, which unchecked can seriously impair the marketer's ability to make smart decisions beyond the next quarter or two - particularly with fully integrated programs designed for lead generation and brand and customer development.

Key issues include optimizing the marketing mix, integrating messages across the marketing spectrum, managing multiple communications partners, and measurement of the effectiveness of each medium individually and the mix as a whole.

This panel, featuring speakers from Kraft and Johnson & Johnson, addressed many questions regarding how digital media is actually integrated into communication plans.

Shawn Marshall, VP of Multicultural Marketing of Vibes Media, presented information regarding the mobile ecosystem, building a mobile campaign, and mobile marketing in action.

Booz Allen Hamilton highlights the key trends resulting from the Marketing & Media Ecosystem 2010 Study, a cross-industry, multi-phase study designed to explore how the digital media environment is reshaping the ecosystem of marketers.

ANA Faculty and President of MagicEcho Richard Costello discusses ways to gain internal support among all parties responsible for the different elements of a brand. Richard also talks about what he defines as the "Integrated Implementation Roadmap."

This presentation given by VP of Development Micheal Clarke and VP of Marketing Kay Madi focuses on the differences between traditional digital marketing campaigns, and the edge provided thought the use of social networks. During the session they also discuss the key best practices, key pitfalls and challenges associated with digital marketing.

With the explosion of new technologies marketers have the opportunity to better meet consumer needs. Written by HP's Vice President of Corporate and Brand Marketing Gary Elliott, this article provides thoughts on how marketers can manage products, promotions, and the positioning of their brands.

The former SVP for brand management and marketing communications at Verizon Communications and former CMO at Citigroup describes how brands stretch as services expand and evolve. The basic skill set required for good marketing has not changed, she maintains, but customers (and their needs) have changed enormously— and they continue changing almost daily. In such protean industries as financial services and telecommunications, the “single company message broadcast consistently to every audience” approach will no longer suffice. Instead, DeVard argues, companies must develop deep insights about a broadening array of customer segments and learn to communicate with each customer group meaningfully — and on the group’s terms.

Beth Comstock, president of integrated media for NBC Universal is the queen of digital media and leading the marketing community. Comstock reminds us that people really listen when you have money on the table, when you have a real action plan. Sometimes, it’s the simple things that will get you the kind of confidence you need from senior management — confidence to develop the very elaborate triple-Lutz program that you really want to pursue. You need to show you can skate across the rink first. If you show a proof point early on in the job, you’ll have more confidence going forward.

The results of an Association of National Advertisers (ANA), Guideline Inc. and BtoB Magazine survey of both business-to-business and business-to-consumer marketers to explore the use of new media platforms, such as search, social networks, user-generated content, podcasts, blogging and more.

Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.

View the powerpoint slides from Bob Lachky's, EVP & Chief Creative Officer, Anheuser-Busch, presentation titled, Budweiser Creativity – The Catalyst for Brand Leadership where he discusses how Anheuser Bush continues to reinvent itself.

In this presentation the cross-platform team from CBS RIOT (radio, internet, outdoor and television) discusses how clients can get bigger ideas and more value from their media partners.

Media-planning guru Erwin Ephron discusses redefining exposure measures and incorporating softer measures such as receptivity, attentiveness, and engagement into the measurement process. He also presents a case study demonstrating that a TV/radio schedule will easily outperform TV alone in reaching consumers.

In this presentation Robert Haverback and Ira Helf discuss the results gained from migrating into a digital environment.

Toni Gnewuch of American Family Insurance and Micheal Petromilli of Prophet, discussed how the combination of historical, test, and learn analysis allowed American Family Insurance to assess marketing's impact on business growth and help guide future investment.