Integrated Marketing Mix

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Ted. The Impossible Hero.

To generate buzz for Ted, Universal Studies International went rogue by creating head-turning interest on social media.

Cross-Screen Engagement: New Patterns of Multi-Screen Behavior

Ivy Esquero, global consumer insights at Microsoft Advertising, unveiled key findings from Microsoft’s Cross-Screen Engagement Study that can help marketers provide flexible, portable, and engaging content that can resonate across devices.

Cross-Screen Engagement: New Patterns of Multi-Screen Behavior

In this presentation, Ivy Esquero, global consumer insights at Microsoft Advertising, unveiled key findings from Microsoft’s Cross-Screen Engagement Study that can help marketers provide flexible, portable, and engaging content that can resonate across devices.

Research Report: 2013 ANA/Nielsen Optimizing Integrated Multi-Screen Campaigns

The Optimizing Integrated Multi-Screen Campaigns Survey was conducted online, by the ANA and Nielsen, during July and August 2013. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising.

PowerPresentation: 2013 ANA/Nielsen Optimizing Integrated Multi-Screen Campaigns Survey

This collection of data charts represents findings from the 2013 ANA/Nielsen Optimizing Integrated Multi-Screen Campaign Survey. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising.

Free the Forced

A successful joint mobile and tactile approach implemented by the United Nations Association of Germany increased awareness about forced/arranged marriages through a padlock campaign called “Free the Forced.”

Garanti Bank Cross-Mobile Integration

Turkey’s Garanti Bank used a 360-degree campaign to promote its new iPhone app, including TV, print, out-of-home, digital, social media, and mobile.

Live for Now

The Pepsi integrated “Live for Now” campaign was geared towards increasing market share among youth customers in Turkey.

OMO Playpal

OMO, a laundry detergent brand in China, launched an app to help moms learn about ways to enhance their children’s development.

The Excella’nt Competition

Excella, a popular cooking oil brand in South Africa, used a mobile sweepstakes competition for the first time to build a database of consumers to talk to and to increase sales.

The Weather Channel: Android App Revamp

The Weather Channel (TWC) promoted the redesign of its popular Android app via mobile and tablet banner ads, content and videos posted to weather.com, live mentions of the app on TWC’s TV network, and a humorous video on YouTube.

Target: Insights and Best Practices in Content Marketing

Melissa Schoenke, director of media strategy at Target, shared Target’s approach to content and media, along with examples of how the brand leveraged partnerships and a mix of communication channels to drive sales.

Bridging Big Data and Marketing Mix Modeling

Steve Greenberger, chairman of The Business Advisory Group, and Mark Green, vice chairman of The Business Advisory Group, reviewed the current status of data utilization in marketing mix modeling, the holes that need to be filled, and examined what needs to be incorporated when constructing the next generation model.

Bridging Big Data and Marketing Mix Modeling

In this presentation, Steve Greenberger, chairman of The Business Advisory Group, and Mark Green, vice chairman of The Business Advisory Group, reviewed the current status of data utilization in marketing mix modeling, the holes that need to be filled, and examined what needs to be incorporated when constructing the next generation model.

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships

Chris Sinta, director of consumer promotions and sponsorships at ConAgra Foods, and Jim Andrews, senior vice president of IEG, shared insights on brands that have achieved results with meaningful marketing, including ConAgra and its Child Hunger Ends Here platform.

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships

In this presentation, Chris Sinta, director of consumer promotions and sponsorships at ConAgra Foods, and Jim Andrews, senior vice president of IEG, shared insights on brands that have achieved results with meaningful marketing, including ConAgra and its Child Hunger Ends Here platform.

USG Corporation Case Study: The Weight Has Been Lifted

Tanya Earley, director, channel and field marketing at USG Corporation; Mike Hensley, executive vice president and managing director at gyro Chicago; Mark Joseph, senior manager, integrated marketing at USG Corporation; and Linda McGovern, vice president, global marketing at USG Corporation, discussed the award-winning B-to-B campaign, “The Weight Has Been Lifted.”

Marriott Modifies Marketing Message

Marriott Hotels wants to be less about the stay and more about the journey, encouraging people to “Travel Brilliantly.” With a new marketing campaign, the hotel chain is looking to show how it can cater to both business and leisure travelers who are sometimes one and the same at the same time.

Regus: The Power of a Holistic and Integrated Marketing Approach

Rebecca Tann, vice president of marketing at Regus, discussed how the perfect marketing mix is the recipe for success and why that recipe must be constantly tested and adjusted.

Regus: The Power of a Holistic and Integrated Marketing Approach

In this presentation, Rebecca Tann, vice president of marketing at Regus, discussed how the perfect marketing mix is the recipe for success and why that recipe must be constantly tested and adjusted.

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