TITLE

Information as a service

AUTHOR(S)
Mitchell, Alan
PUB. DATE
July 2003
SOURCE
Brand Strategy;Jul2003, Issue 173, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on the importance of providing more information to demonstrate brand values. Change in the way consumer use information; Diversion of media consumption habits; Decline of marketing as a top down message-sending process.
ACCESSION #
10294222

 

Related Articles

  • Broadening definitions. Mitchell, Alan // Brand Strategy;Dec2002, Issue 166, p40 

    Presents viewpoints about marketing techniques in broadening the definition of media in the changing world of brands. Integration of media structures on media channels; Plans to measure direct marketing through response rates; Competition on spending against traditional advertising.

  • From brand positioning to ad positioning: Using 'mental referencing' to capture meaningful mind-space for communications. AZIZ, IMRAN // Journal of Brand Strategy;Winter2013/2014, Vol. 2 Issue 4, p336 

    Positioning is all about creating impressions of a brand in the mind of the consumer - the same ends that advertising seeks to achieve. Until now, the applications of positioning theory have largely been limited to crafting brand strategies. This is because there is no formal model that can...

  • Beat the brand squeeze. Lincoln, Keith // Brand Strategy;Jun2006, Issue 203, p30 

    The article discusses how brands can stay afloat under the attack from retailers, consumer attitude and the changing role of the media. Consumers have changed into shoppers, they are no longer the easily controllable customers who used to passively listens to mass communication. It is important...

  • Content marketing: Gearing up towards content success. Smith, Nicola // Marketing Week (Online Edition);3/20/2013, p18 

    The article predicts the growth of content marketing, according to market research firm Mintel. It shows that it is not only the quality that will drive growth, but getting the right people using it is just as important. The need to use of both paid and earned media to complement each other and...

  • Digital's biggest business brains. Benjamin, Kim // Revolution (14605953);Feb2009, p44 

    The article presents the views of several professionals in the digital media industry on how brands should adapt their marketing strategies with the changes in consumer behaviour and economic crisis. Jaimes Leggett of Grand Union says that in terms of seamless integration, marketers need to...

  • Stage of development. Joyce, Kathleen M. // Promo;May2004, Vol. 17 Issue 6, p6 

    Comments on key trends and developments in product promotion, marketing and advertising in the U.S. Brands; Production integration strategies in the mass media and in book publishing; Marketing strategies; Entertainment-based marketing.

  • We know what you are thinking….  // Media Week;8/26/2008, Issue 1175, p6 

    The article offers information about methods to measure brand awareness among consumers. First is the "IPA TouchPoints2" survey which gathers records of adults from their personal digital assistants (PDAs) and questionnaires. Brand advocates can be identified through the MindShare3D survey...

  • Lost in translation. Bernstein, David // Design Week;6/25/2009, Vol. 24 Issue 25, p10 

    In this article the author emphasizes the importance of careful thinking for design owners before going into media territory in Great Britain. He mentions that the shift to new media takes time which makes careful dealing must be considered. Brand extension is being discussed as well as further...

  • Asia's media industry has plenty to be proud of.  // Media: Asia's Media & Marketing Newspaper;12/11/2008, p22 

    The article offers a look on the media industry in Asia. It states that the underlying trend for Asia's brands and media owners has been positive. China's successful hosting of the Olympic Games offered a marketing platform for a host of international brands and opened up Chinese brands to a...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics