Integrated Marketing : Marketing mix

Sue DeLeeuw, director of consumer marketing, Blue Shield of California, and Paul Lavoie, cofounder and chairman, TAXI, discussed the advertising campaign TAXI recently created for Blue Shield of California.

Vince Messina, senior director of west region sales at Microsoft Advertising, discussed why marketers must evolve to succeed in reaching consumers across multiple screens.

Rebecca Saeger, executive vice president and chief marketing officer, The Charles Schwab Corporation, shared a “Worst Case Survival Handbook” that looked at how organizations can turn a crisis into a business opportunity.

Greg Warren, executive vice president, managing director, MediaVest, discussed how manufacturers (brands) and retailers can work together more profitably via improved shopper marketing programs.

Craig Winters, global director, global strategic insights, Johnson & Johnson, discussed how Johnson & Johnson’s media mix model maximizes success for print advertising within their media and marketing plans.

Marni Gordon, director of marketing & media committees at the ANA, shared the results of a joint survey on the use of newer media platforms, which compared findings from B-to-B and B-to-C marketers.

Julie Collins, director, global integrated marketing, CIBA Vision, shared her team’s strategy for selling a digital marketing strategy to the C-Suite, as well as a case study of CIBA Vision’s FreshLook Color Studio.

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

Michael Keller, Chief Branding Officer, International Dairy Queen, Inc., discussed how Dairy Queen seeks to differentiate itself with consumers on an emotional level through connecting with them via multiple touch points.

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.