An engaging proposition

Mitchell, Alan
February 2004
Brand Strategy;Feb2004, Issue 179, p9
Trade Publication
Discusses the role of engagement marketing program for marketers considering the onset of familiar pressures of media fragmentation, advertising overload and many others bear down upon them. Assertion of the Branded Content Marketing Association that diversifying audience choice and eroding mass markets makes this marketing innovation an economic necessity; Vital ingredients of a successful engagement marketing program; Hurdles to be surmounted by marketers towards developing a successful engagement marketing program.


Related Articles

  • Agencies and clients must stop talking change, start making it. Perkins, Brian // Advertising Age;6/14/2010, Vol. 81 Issue 24, p26 

    The author offers opinions on marketing management, advertising agencies and advertising media planning. It is argued that the large holding companies which dominate advertising have done their clients a disservice by separating the activities of media buying and the creation of advertising,...

  • CAREER HELPLINE.  // Media: Asia's Media & Marketing Newspaper;10/8/2004, p34 

    This article answers the questions of readers related to mass media. A reader is a marketing manager in Singapore while her husband is a Singaporean with his family business established in Japan. As her husband has to move to Tokyo, Japan, permanently in 6 months, she wonders if she can find a...

  • MEDIA MIX. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p106 

    This article presents an encyclopedia entry for media mix, the combination of advertising outlets that has been selected for an advertising campaign. The media planner studies the outlets individually and collectively and matches them with the product and overall message. Both media planners and...

  • ROI Measure Gaining Favor. Mandese, Joe // Television Week;11/10/2003, Vol. 22 Issue 45, p13 

    Discusses the shift in the focus of media planning from a reach-based to return on investment-based planning. Factors that contributed to the success of the reach-based planning; Reason behind the beliefs of some marketers that such approach is not effective anymore; Overview of an analysis...

  • Traditional ads will lose the battle of the 'last click wins'. Nutley, Michael // Marketing Week;6/24/2010, Vol. 33 Issue 26, p8 

    The article discusses the implications of behavioural targeting for the advertising industry, both traditional and online. It mentions that behavioural targeting has been used mainly to help media owners increase their revenue from unpopular parts of their web sites by tracking visitor's...

  • BREAKING.  // New Media Age;7/31/2008, p03 

    The section offers news briefs concerning the new media sector in Great Britain. Essence was appointed by Ebay to handle its online media planning/buying account following a competitive pitch. A number of classic television shows will be introduced by ITV.com to its ITV Catch Up section to...

  • Four shops jostle in mobile review. Shaw, Sharon Desker // Media: Asia's Media & Marketing Newspaper;2/27/2004, p9 

    China Mobile Inc., the world's largest mobile communications operator, has called a media and creative review on its China account, which sources estimated at Rmb 200 million. The review will cover two brands, GoTone and MZone with the media review focusing on its use of national broadcaster...

  • Does China's media industry need a slowdown?  // Media: Asia's Media & Marketing Newspaper;1/15/2009, p13 

    The article presents views from executives on whether China's media industry need a slowdown in 2009. Mark Heap disagrees and notes that the country needs more research and joint industry panels to justify and understand opportunities within different media. Zoe Tan points out that the country...

  • Old, new media face the same unknowns. Mermigas, Diane // Hollywood Reporter -- International Edition;6/6/2006, Vol. 394 Issue 32, p6 

    The article focuses on issues faced by the mass media industry in recent times. The recent public machinations by prominent new- and old-media players underscore the strikingly similar quandary that giants from Time Warner Inc. and Tribune Co. to Yahoo! Inc. and Microsoft Corp. face in blazing...


Read the Article


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

Try another library?
Sign out of this library

Other Topics