Integrated Marketing Mix
True Value: Using Integrated Marketing to Reach Younger Consumers
Carol Wentworth, VP marketing, True Value Corporation, and Jean McLaren, president, MARC USA, highlighted True Value’s new integrated marketing campaign, the objective of which was making the hardware store the first stop for a younger target audience of DIY first-time homeowners and enthusiasts.
True Value: Using Integrated Marketing to Reach Younger Consumers
Carol Wentworth, VP marketing, True Value Corporation, and Jean McLaren, president, MARC USA, highlighted True Value’s new integrated marketing campaign, the objective of which was making the hardware store the first stop for a younger target audience of DIY first-time homeowners and enthusiasts.
Winning Combinations
This multi-channel integration guide, created by USPS, helps marketers understand how they can combine direct mail with radio, social media, TV, and digital.
Cross-Platform Optimization: Getting to a Smarter Mix
This recent Yahoo! study highlights how Yahoo! and Nielsen partnered on a new methodology for identifying how to optimize a smarter media mix across multiple platforms, which they then tested with four campaigns for TV, print, and online.
Southern Comfort Uses Social Media at Mardi Gras
Kate Boltin, lead interactive marketing analyst, Brown-Forman Corporation, and Marjorie Dufek, interactive marketing director, Brown-Forman Corporation, discussed how Brown-Forman Corporation's Southern Comfort created captivating and compelling content by leveraging newer media and crowd-sourcing techniques in combination with traditional media.
Southern Comfort Uses Social Media at Mardi Gras
Kate Boltin, lead interactive marketing analyst, Brown-Forman Corporation, and Marjorie Dufek, interactive marketing director, Brown-Forman Corporation, discussed how Brown-Forman Corporation's Southern Comfort created captivating and compelling content by leveraging newer media and crowd-sourcing techniques in combination with traditional media.
Walk with Walgreens: A Case Study in Agency Collaboration
In collaboration with her agency partners, Christine Kubisztal, manager, media strategy and services, Walgreen Company, shared a case study and the brand’s best practices in managing agencies to develop effective integrated campaigns.
Walk with Walgreens: A Case Study in Agency Collaboration
In collaboration with her agency partners, Christine Kubisztal, manager, media strategy and services, Walgreen Company, shared a case study and the brand’s best practices in managing agencies to develop effective integrated campaigns.
Treasury Wine Estates: Wine and the Hispanic Market
Peter Willmert, director, marketing, Beringer Vineyards, Treasury Wine Estates, and Elizabeth Barrutia, founder and president, BARU Advertising, discussed the Beringer brand's unique marketing strategy which utilized a targeted and culturally inclusive multi-platform campaign in order to reach the growing number of Hispanic wine drinkers.
American Family Insurance Grows Their "Family" Through Multiple Screen Marketing
Lisa Bacus, vice president, marketing, American Family Insurance, and Telisa Yancy, director, advertising, brand and media, American Family Insurance, discussed their organization's multi-screen campaign, which leverages branded entertainment, mobile, online, radio, gaming, and video on demand.
American Family Insurance Grows Their "Family" Through Multiple Screen Marketing
Lisa Bacus, vice president, marketing, American Family Insurance, and Telisa Yancy, director, advertising, brand and media, American Family Insurance, discussed their organization’s multi-screen campaign, which leverages branded entertainment, mobile, online, radio, gaming, and video on demand.
How to Socialize Your Marketing and Advertising
Harry J. Gold, CEO of Overdrive Interactive, discussed practical steps for organizations to take in order to truly integrate the power of social media into their marketing mix. Gold included several case studies from companies who use social media to weave their brands, offers, and messages into the web to make lasting connections with consumers, encourage viral promotion, and drive measurable results and ROI.
How to Socialize Your Marketing and Advertising
Harry J. Gold, CEO of Overdrive Interactive, discussed practical steps for organizations to take in order to truly integrate the power of social media into their marketing mix. Gold included several case studies from companies who use social media to weave their brands, offers, and messages into the web to make lasting connections with consumers, encourage viral promotion, and drive measurable results and ROI.
Campbell's AdDress Your Heart Program
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
MillerCoors: Using Mass Media for 1-to-1 Connections
Brad Feinberg, media manager, portfolio brands, MillerCoors, presented Miller High Life’s recent “Official Beer of You” campaign which utilized an innovative, fully integrated, 360-degree approach and employed the use of mass media to connect with fans of the brand.
How to Socialize Your Marketing and Advertising
Harry J. Gold, CEO of Overdrive Interactive, discussed practical steps for organizations to take in order to truly integrate the power of social media into their marketing mix. Gold included several case studies from companies who use social media to weave their brands, offers, and messages into the web to make lasting connections with consumers, encourage viral promotion, and drive measurable results and ROI.
How to Socialize Your Marketing and Advertising
Harry J. Gold, CEO of Overdrive Interactive, discussed practical steps for organizations to take in order to truly integrate the power of social media into their marketing mix. Gold included several case studies from companies who use social media to weave their brands, offers, and messages into the web to make lasting connections with consumers, encourage viral promotion, and drive measurable results and ROI.
Understanding the Cross-Platform Playing Field
Elizabeth Ellers, executive vice president, corporate research at Univision, Howard Shimmel, senior vice president, media product leadership at The Nielsen Company, Barbara J. Singer, vice president, advertiser insights & strategy at ESPN, and Manny Palomo, director, strategic marketing and communications, Latino initiatives at Best Buy Co., Inc. discussed cross-platform strategies, as well as key learnings from the 2010 World Cup.
Understanding the Cross-Platform Playing Field
Elizabeth Ellers, executive vice president, corporate research at Univision, Howard Shimmel, senior vice president, media product leadership at The Nielsen Company, Barbara J. Singer, vice president, advertiser insights & strategy at ESPN, and Manny Palomo, director, strategic marketing and communications, Latino initiatives at Best Buy Co., Inc. discussed cross-platform strategies, as well as key learnings from the 2010 World Cup.
The Social Revolution at TurboTax
Seth Greenberg, vice president, global media & digital marketing at Intuit Inc., revealed how the company is utilizing its online community to drive significant revenue growth for TurboTax.
