WaitingforGodot

솔루션이란 소비자와 브랜드간의 문제적 해결을 의미하며 솔루션의 내용은 미디어,콘텐츠 크리에이티브 측면 모두를 말한다. 크로스미디어 광고의 목적은 소비자와 브랜드간의 문제를 파악하기 위한 총체적 노력이라고 본다. 크로스미디어 광고효과란 synergy효과를 뜻한다 에델과켈렁 연구 복합매페의 효과가​ 단일매체의 효과에 비해 더 효과적임을 보여준다. Unnava & Burnkrant 다양한 광고제작물의 실행이 동일한 광고 실행의 반복보다 상표반복의 기억에 더 좋다는 결론에 도달했다 Singh Linville & Suckdial 15초 광고에 있어서 동일한 소재의 반복조다 변화된 15초를 2편으로 나누었던것이 더 기억에 남는다 Chang 동일함 광고 집행보다는 tv와 web을 비교해 노출했을때 인지도가 더 높았다..

TerminologyCross media- paradigm shift 으로 새로운 전환을 의미 / 새로운 선수에게 새 역활을 맡긴다는 뜻 / 공격과 후퇴의 전략적 판단을 의미 크로스는 관중을 배려하며 동시에 유쾌한 놀라움을 제공Cross media 다양성, 복합성, 유연성, 공격성을 특징으로 함 단순한 multimedia advertising이 아닌 cross platform advertising을 결합하는 cross media advertising이 아닌것으로 전혀 다른 매체를 하나의 패키지로 구성 광고주에게 제시하는 방식으로 보았다. 다양한 미디어를 창의적이고 마케팅 지향적인 판매패키지로 묶어서 보다 효과적으로 전달할 수 있도록 하는것 시청자에게 보다 효과적으로 소구할 수 있도록 함 기존 atl/bt..

Understanding the different ad decay effects of advertising across different channels October 17, 2016 By Haren Ghosh, Founder and CEO, Analytic MixA successful media plan strategy involves allocating advertising dollars to different media channels in proportion to their effectiveness. Marketers traditionally measure the effectiveness of media channels along the twin dimensions of reach and freq..

Must-See TV Results: How designing a data-driven media-buying platform uncovers the true value for DRTV clientThe ScenarioA DRTV agency wanted to design a data-driven TV media-buying platform that would enable them to help their clients maximize sales. They turned to Analytic Mix to:Distill the effects of TV from other media channels such as digital or radioIntegrate both immediate and carry-ove..

Same Budget, Better Results: Fortune 200 insurance leader sees 10% revenue uptick(상승기운) by optimizing media allocations to drive sales resultsThe ScenarioSeeking to get a handle on how various drivers—macroeconomic variables, marketing efforts, sales activities, etc.—were contributing to sales, a Fortune 200 insurance leader came to Analytic Mix for key insights to uncover:Optimal marketing budg..

A Bottoms-Up Approach to Double-Digit Growth: A fresh new look at granular allocation issues quickly maximizes media ROI for leading skincare companyThe ScenarioThe proliferation(확산,증식) of media channels and stiff competition in the skin care and beauty industry posed serious questions for a prominent mineral makeup company. Struggling to identify the best media allocations to launch new product..

Optimal Budget Allocation, Maximum Rx Volume: A leading pharmaceutical leader finds where to spend next marketing dollars to increase portfolio level Rx volumeThe ScenarioTrying to figure out which marketing channels—copay(공동부담) card, detailing(세부장식), sample drops, speaker programs, HCP, and DTC activities—would work best to boost their prescription volume, a major pharmaceutical data provider a..

Eden Advertising and Interactive developed result-oriented advertising solutions that enabled Print Three Smart Document Centres to send personal and relevant communication to vertical markets. ObjectivesTo solicit a response from the vertical markets to attend a FREE Print Three Lunch'n Learn by convincing these markets that Print Three Smart Document Centres have the expertise and technology t..

The brain takes comfort in simple sorting. It is less relaxed with conditional complexity. For example, I like apples better than oranges. But, if I've already eaten an apple, then I'd prefer an orange. Media planning today is awash(같은높이의) in conditional complexity, not because of fruit, but because of media mix. This is a migraine(편두통)-inducing change in the way media people need to think about..

by adgage blog> Marketing has undergone many changes over the past few decades. As the Internet has grown, the ability for marketers to increasingly capture and analyze patterns of customer behavior has brought new insights to the way people consume products and services both in-store and online. The availability of these new data points has changed the way businesses must both plan and execute ..