In a multi-screen world, where consumers have self-directed media experiences, Marketers need a new plan to use media to create healthy, growing brands.
Jun
27
In a multi screen world, marketers must relearn how brands are built
In: advertising, branding, digital marketing, media
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Jun
19
Ad copy testing bakeoff of traditional research methods vs. neuro methods
In: advertising, market research
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While one might have thought that you need neuro research to get at the emotional mechanisms of advertising,mostly, traditional, survey-based copy testing methods work quite well.
Jun
13
Cross platform measurement…how ESPN is moving the chains
In: advertising, media
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No media company needs to understand how consumers choose to access their content across screens more than ESPN. Here is how they have taken an industry leadership role.
Jun
11
Why We Need Cross Platform Media Measurement…TV Is Now The 720 Pound Gorilla
In: advertising
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The ARF chose the right theme for its AM8.0 conference…measuring the unmeasured. As smartphones and tablets disrupt how people use media to be entertained, learn things and to shop, the measurement gap is increasing. How important is it to measure multiplatform usage by consumers? Evidence provided to me in my interview with Gian Fulgoni, Chairman […]