Criteria for decision making

Mash-up marketing: a winning media formula

Harrison, F. (2008) “Mash-up marketing: a winning media formula”, Admap, September 2008, Issue 497, pp. 24-26.

Consumer-centred, holistic media planning is essential in today’s market conditions. The growth of digital and other channels has led to erosion of the influence of mass-media advertising, which now accounts for only 20% of total brand experience. Evidence from Zenith Optimedia’s ROI Tracker shows that the more personal, interactive and experiential a touchpoint is, the greater its influence on a buying decision. Other key learning’s include: experiential contacts (such as sampling) are largely under-used, and represent the best opportunity for higher investment; brand managers should allocate effort to touchpoints in line with their relative contribution to consumer experience; ‘advice’ and ‘recommendation’ touch points often have the greatest influence on buying decisions; and a ‘winning formula’ mix often combines both experiential and interactive marketing. 

The New Television Merriman, T. (2008), “The New Television”, Admap, 43(5) 494, 42-44. Marketers should not be frightened by the changes in television, but should welcome them as opportunities. New technology is giving viewers control not only over what they watch, but how and where they watch it. This undermines the traditional structure of corporate advertising. Scatter-gun TV advertising has lost its value, being founded on an idea of television which is now outdated. Advertisers must realise that the value for them lies in content, and become more diligent in aligning themselves with content that works for their brand proposition. Ways of achieving this include: becoming less fixated on awareness and more on active participation from consumers; sponsoring appropriate content; investment in production; and looking at producing contextual advertising such as product placement, etc.