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Tag Archives: Paid Media
The New Marketing Landscape of O.P.E.N. Media
In a culture where opinion has a mass channel and information spreads at unprecedented speeds, we need to rethink our notion of media mixes. Today, a more holistic view could be O.P.E.N. media: Owned, Paid, Earned and unfortunately, Negative. From … Continue reading
PR Now Sidestepping Traditional Media Relationships To Pitch Consumers Directly
Advertising Age published an interesting item the other day on the rising trend among PR firms to take a pass on pitching traditional media outlets and go directly to consumers with their messages. A cynic might contend that publishing and … Continue reading
On Engagement and the Search For Meaningful Metrics
Last week, Gene Liebel, a managing partner at Huge, wrote a terrific piece for Mediaweek that took a skeptic’s view of engagement as the ‘metric du jour’ for success in digital projects. As someone who has a turnkey presentation titled “Engagement is … Continue reading
Posted in Advertising
Tagged Accountability, Earned Media, Engagement, Gene Liebel, Google, Huge, Mediaweek, Metrics, Opinion, Paid Media, Social Networks
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Could We Please Stop the Self-Loathing? Ads Work.
This week’s cover headline on Advertising Age reads “Cannes swept by PR, integrated, internet winners” with the subhead “Tally suggests ad age is over–or, at least, it’s evolved to higher plain.” Setting aside my issue with the subhead’s overuse of … Continue reading
Posted in Advertising
Tagged Advertising Age, Adweek, Adweek Media, Earned Media, Mark Dolliver, Online, Paid Media, Print, Radio, tv
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Opinion’s Omnipresence Renders Traditional Conceits Like "Brand Truth" and "Consumer Truth" Irrelevant
The HSBC ‘Points of View’ Campaign For the past four years, HSBC has run a provocative poster campaign from JWT. Using a brilliant media buy in high traffic airport jetways, the ads highlight paradoxical points-of-view. Simple graphics and headlines illustrate the … Continue reading
Posted in Advertising
Tagged Amazon, Blogging, Brand Authenticity, Brand Truth, Brands Are Opinions, Consumer Truth, Earned Media, eBay, HSBC, iTunes, JWT, Netflix, Opinion, Paid Media, Twitter, Venn Diagram, Web 2.0, Word of Mouth
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