Browsing a couple of ad agency bloggers, and came across a couple of interesting pieces. This deck uploaded by Jason Oke demonstrates the issues with connections planning:
Connections Planningness
View more documents from Jason Oke.
If agencies are moving towards a new understanding of what people do, and how they use media; and towards identifying people’s real problems. [...]
“Marketing world is changing and we have no other choice as adapt… or become extinct.” David Armano gave a recent presentation on the future of advertising in Minnesota and covered by Vanessa Bright here with advertising examples. And if the points made about advertising are true - “# advertising is the creation [...]
“There are going to be lots and lots of challenges. At a macro economic level I don’t think we’ve seen anything yet. My very poor economic analysis is that there is no short-term credit liquidity in the world, so companies that don’t have regular cash flows and that need to pay suppliers and their staff [...]
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Written by Matt Mason
This acknowledges that marketing has been taking meaning from culture and attaching it to products. (This is the best way to introduce semiotics and to explain why culture is important to marketing, and why you need cultural research tools not just psychological tools that utilise focus groups or depth interviews. Brands [...]
Global communications have always had to adopt and adapt to local market communications. Navjeet Bawa & Punita Gandhi in their paper “Adapting Global Communications to Asian markets”,noted “while there is increasing homogenization of media and communication channels has led to the subsequent unification of content and format of messages across the globe, there are certain [...]
The upcoming book by Seth Godin adds to the burgeoning literature around tribes. As multinationals grapple with BRIC, N-11, or where the growth in sales will come from; understanding collectivist cultures is increasingly important. The dominant individualist paradigm of marketing - driven in large part by psychology as a contributing psychological discipline for branding practices [...]