• Why bother?
• 49 min
  1. The value of brands to shareholders

  • Mr. David Haigh
• 18 min
  2. Managing reputation in a transparent world

  • Mr. Christopher Satterthwaite
• Creating a brand
• 37 min
  3. Advertising, big ideas and the power of participation

  • Mr. Simon Clemmow
• 37 min
  4. Design builds business

  • Mr. Andy Knowles
• Promoting a brand
• 74 min
  5. Media choice: "Traditional media", "Online Pic' n' mix" & "Sponsorship"

  • Mr. Dan Hagen
  • Mr. Kieron Matthews
  • Mr. Rob Mason
• 29 min
  6. Building brands with effective shopper marketing

  • Mr. Chris Masterson
• Measuring marketing effectiveness
• 33 min
  7. Measuring the effectiveness of marketing expenditure

  • Mr. Tim Ambler
• 30 min
  8. Measuring the impact of promotional activity

  • Mr. Martin Wheeler
• Maintaining momentum
• 43 min
  9. Modern brand management: innovation

  • Mr. Jonathan Banks

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Traditional Media - Introduction
3. What is traditional media?
4. 4 key drivers of media change
5. The rules of media planning are changing
6. Originally it was easier
7. Now, these channels have much more to offer
8. This evolution is driving consumer behavior
9. Smart brands are connecting in multiple ways
10. We need to understand consumers better
11. What we know about consumer consumption
12. What are the benefits of each media channel
13. TV
14. Press, print and magazines
15. Radio
16. Out of home
17. Cinema
18. Summary
19. Traditional Media - Thank you
20. Online Pic' n' Mix - Introduction
21. Talk outline
22. Overview of the market
23. Market has changed dramatically
24. Bellwether report - record cuts predicted in Q3 08
25. Marketing budgets to hit new low in Q4 08
26. Brands that disappeared from the High Street
27. Shoppers find convenience and value online
28. Marketing has to be accountable
29. Number of internet users in the UK
30. 2 thirds of broadband services are now above 2 MB
31. 2008 adspend figure
32. 2008 vs. 2007
33. 2008 market share was 19.2%
34. Online only medium showing growth in 2008
35. Summary - full year 2008
36. The digital media mix (1)
37. The digital media mix (2)
38. Strong growth of search continues
39. Isolating display gives a different picture
40. 5 trends (1)
41. 1. Participation
42. Outside stuff you do inside - Foster's Scuba
43. Foster's Scuba (1)
44. Foster's Scuba (2)
45. Orange - Balloonacy
46. Orange - one moo wonder
47. 2. Advocacy
48. Skittles campaign - Twitter
49. Sony Bravia
50. 3. Contribution
51. Talk Talk and Treehouse - The Forever Story
52. The Forever Story - authors
53. The Forever Story - Nick Hornby
54. The Forever Story - Richard Curtis
55. The Forever Story - diversity of message
56. 4. Diversity
57. Integration is not matching luggage
58. Nike Boot camp
59. Nike Boot camp - email campaign
60. Nike Boot camp - mobile
61. Nike Boot camp - the social element
62. Nike Boot camp - video
63. Nike Boot camp - train
64. ecoDrive - analyses your driving techniques
65. ecoDrive - gear change tutorial
66. ecoDrive - community sharing 'savings'
67. 5. Innovation
68. STA travel
69. Ford KA in 3D
70. 5 trends (2)
71. Online Pic' n' Mix - Thank you
72. Sponsorships - Introduction
73. Background: a changed environment for marketers
74. Global sponsorship market
75. Global sponsorship rights structure
76. Why is sponsorship growing?
77. Sponsorship the enabler: at the core of marcoms
78. Understanding sponsorship: definition
79. Brands: the keys to good sponsorship (1)
80. Brands: the keys to good sponsorship (2)
81. Understanding sponsorship: it's not advertising!
82. Understanding sponsorship: where you need help
83. The UK sponsorship marketplace
84. Sponsorship success: examples
85. SBI's past and present clients

Topics Covered

• Traditional media: What is traditional media?
• Key drivers of media change
• The rules of media planning are changing
• Changes in consumer behavior and expectation
• Smart brands are connecting in multiple ways
• Understanding consumers better
• The benefits of different media channels Online Pic' n' mix: The market has changed dramatically
• Disappearance of high street shops
• Shoppers have moved online
• The first recession since the internet has become a mass medium
• Online is the only medium showing growth
• The digital media mix
• Trends in: participation, advocacy, contribution, diversity and innovation Sponsorship: The rapidly changing media landscape, along with more sophisticated consumers, has allowed sponsorship to become one of the most powerful routes to engage audiences
• Definition of sponsorship
• Understanding, buying and activating it
• Case histories
• Sponsorship is 'content' which feeds other marcoms channels as opposed to the more common brand marketers view that sponsorship is a channel in itself

Links

Series:

• Modern Brand Management

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 1, 2010