Do You Know the Right Media Mix For Your Marketing Plan?
Brandworks 2011 Faculty Guest Blogger: E. Craig Stacey PhD. Researcher/expert on touchpoint mix/modeling/ROI with dual appointments at Columbia and NYU’s Stern School of Business. A Mix Modeling Manifesto (Originally posted at Mproductivity blog) With the rapid adoption of marketing effectiveness measurement throughout industry, discussion of marketing mix modeling is no longer confined to the marketing science departments of CPG companies. C-level executives are increasingly issuing the mandate to initiate marketing mix analyses and even more are sitting in on vendor pitches and final results presentations. Since so many are now acting upon recommendations from these studies, there is a need for[.....]
Should advertising be…
Ever notice those stores at the mall that are “Just Socks” or “Just Calendars” and low and behold, you go in there and it is really just socks or just calendars? While that might be a great strategy for kiosks at a mall, the advertising world also seems to be going this way. There’s “Just Interactive,” “Just Social Media” and “Just Guerilla.” This all works if there’s someone watching over the whole thing, but somehow campaigns that are created piecemeal often are missing an overall idea. You can’t work in this business effectively anymore without seeing the big picture. Interactive[.....]