Integrated Marketing : Marketing mix

These materials explore the importance of Wachovia's internal leadership in successfully determining marketing accountability.

These material explore the findings of a year-long task force into the accountability metrics used by ANA members.

This case study details how the development of a strong brand positioning/voice, smart targeting, phased communications and creative thinking contributed to the stellar launch of Ted, United Airline's low cost carrier. 2005 Gold Effie award winning case study.

A brief case study on how Intel views search within the context of its overall media mix and why Intel is excited about search in the world of media fragmentation.

This case study reviews the great strides Wachovia is making in determining ROI metrics and establishing a culture of accountability.

This presentation explores the value of using online advertising as an adjunct to traditional marketing campaign.

This presentation demonstrates how to go beyond simple reach, frequency, and audience measurement to measure an ad campaign's impact and effectiveness holistically based upon advertising goals.

In this presentation, Jim Stengel reviews the importance of reaching and ‘keeping up’ with consumer needs. However, without the right measurements and measuring tools, it is difficult to gauge if marketing efforts are working.

In this presentation from the 2004 ANA Annual Conference, Mike Winkler details the process of making marketing accountable. He also reviews several “tools of the trade” that can help companies achieve this goal.

John Stephens, Microsoft's Director of Marketing Procurement, discusses how procurement departments can help advertisers achieve the maximum value for their marketing spend.

The author examines new ways of looking at ROI.

This presentation explores the challenges brought on by the new world of simultaneous media usage and increased consumer control. New media planning concepts are illustrated through a case study to show marketing leaders how to exploit this new opportunity.

ANA members were surveyed on the importance of using strategic brand partnerships in the marketing mix.

This case study details how ESPN used marketing measurement to gauge the success of the "Dream Job" marketing campaign.

The importance of integrating a sponsorship marketing program into your overall marketing plans.

The four issues that television advertisers should consider.

This white paper finds that to create an effective measurement platform, marketers need to follow three guiding principles: identify, re-engineer and model data.

In this case study, review Integrated Direct Marketing as a strategy designed to link, synchronize, and integrate public relations, advertising, direct mail, telemarketing, Internet and field sales.