Untangling the Media Mix

May 2013
Marketing News;May2013, Vol. 47 Issue 5, p16
Trade Publication
The article discusses the impact of social media’s changing role on marketers. Topics include marketers’ and advertisers’ challenges in navigating the rapid growth of social and mobile platforms, the benefits of reviewing novel media options as they are developed, and the importance for advertisers of selecting media and activities that are most compatible with a company’s brand strategy.


Related Articles

  • 'Brands need to earn right to sell on social'. Shields, Ronan // Marketing Week (Online Edition);4/25/2013, p10 

    The article highlights how several companies from the U.S. and Great Britain exchanged ideas on how they could harness the potential of their online communities to strengthen their respective brands during the Lithium Network Conference (LINC) 2013 held in San Francisco, California. For...

  • The power and reliability of consistent messaging. FAZEKAS, DAVID // Smart Business Houston;Mar2013, Vol. 7 Issue 9, p7 

    The article discusses how the perception of a brand affects a prospect's buying decision. It suggests ways to get brand messaging across in a consistent manner. Channels to consider include social media, mobile or tablet experiences, and print marketing. The author suggests that a solid...

  • The Effects of Social Media Marketing on Online Consumer Behavior. Vinerean, Simona; Cetina, Iuliana; Dumitrescu, Luigi; Tichindelean, Mihai // International Journal of Business & Management;Jul2013, Vol. 8 Issue 14, p66 

    Social media allows customers and prospects to communicate directly to your brand representative or about your brand with their friends. However, the obvious question is: who are the people interacting online and how engaged are they in online activities? This paper aims to answer this question...

  • Social Brand Engagement: A New Idea. Kozinets, Robert V. // GfK-Marketing Intelligence Review;Nov2014, Vol. 6 Issue 2, p8 

    The article discusses the nature of social brand engagement. The move entails the connection, creation and communication between consumers using brand-related language. The connections of consumers in social brand engagement vary by the type and level of the brand's endorsement. A successful...

  • Time for the Max Mosley defence. Ritson, Mark // Marketing (00253650);4/9/2008, p23 

    The article focuses on the approach in brand management which associates brands to nations. The author stresses that this approach can be effective if advertisers first ensure that there exists a strong link to that association in the minds of consumers. He mentions the possible consumer...

  • NO NEED TO SMACK. Lovell, Chris; Longden, David // Campaign;12/4/2009 Integration Essays, p13 

    The article focuses on how advertising agencies can control a misbehaving consumer or client. It examines whether steadfast discipline or a collaboration of disciplines can solve this issue faced by agencies. It suggests agencies and brands to allow consumers to participate and misbehave....

  • Brand in the news: Innocent.  // Marketing (00253650);10/1/2008, p8 

    The author reflects on Innocent Ltd.'s advertising campaign and branding. He asserts that the brand should stick on what it does best. Moreover, he claims that he was not convinced that traditional advertising suits with Innocent, instead it should stick to its core values like being altruistic....

  • Social Media Marketing. Trahan, Russell // Sales & Service Excellence Essentials;Apr2013, Vol. 13 Issue 4, p12 

    The article offers guidelines about the use of social media in marketing or advertising campaigns. The focus areas to be considered when building a social media marketing strategy are outlined. According to the author, social media campaigns must reach across multiple platforms including the...

  • Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value. Chung, Christina; Austria, Kristine // Proceedings of the Northeast Business & Economics Association;2010, p581 

    Social media provide marketers interactive communication environments with opportunities to enhance existing relationships with consumers. Even though social media has been recognized as the most potentially powerful medium in business practice, there is lack of understanding in terms of why...


Read the Article


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

Try another library?
Sign out of this library

Other Topics