The document discusses integrating marketing channels to optimize customer journeys and maximize returns. It describes analyzing customer data to understand audiences at different stages, from contemplation to purchase. Channels are mapped to customer journey landmarks and investment is tiered based on potential. Attribution tools provide insights by matching responses to all media. The results were a 50% reduction in TV repertoire, reduced press titles, and more targeted inserts, door drops, search and digital, improving results attribution.
Millennials are leading the way in redefining masculinity and making gender more fluid. They are less confined by traditional gender roles and more open to behaviors, styles and activities that were previously associated with a particular gender. For example, many Millennial men find grooming products and styles traditionally associated with women to be acceptable for men. They also support greater freedom of expression for children and seek a more nuanced understanding of gender identity beyond male and female. These shifts are opening up new possibilities for how men express themselves.
Millward Brown: The role of value in mobile advertisingMitya Voskresensky
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1. Reward-based mobile advertising that provides tangible value to consumers can increase brand engagement and loyalty by activating the rule of reciprocity.
2. For reward-based mobile ads to be effective, the advertising execution must be timely, provide options to the consumer, and be relevant, while the rewards must be predictable, tangible and chosen by the consumer.
3. Tests of reward-based mobile advertising campaigns found significant increases in brand awareness, ad awareness, message association, brand favorability, and purchase intent compared to control groups and mobile advertising norms.
Pixel Perfect Precision (how to do your design clean and neat)Mitya Voskresensky
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This document provides guidance on achieving pixel perfection in design work. It discusses the importance of getting pixel alignment, sizing, and color correct to avoid annoyances for users. The handbook was originally focused on color profiles, but now covers many techniques including using shape layers, proper text formatting, and consistent alignment and spacing. It aims to help designers at all levels improve their precision.
The document provides an overview of how to write a screenplay, beginning with developing an idea, character, and storyline. It emphasizes establishing a high concept idea with an engaging logline. The hero should have clear wants and needs that relate to an internal flaw, while an adversary embodies and challenges that flaw. An effective structure follows a three-act structure with signposts like introducing the spark that flips the hero's world. The document concludes with tips on developing an outline before writing and books to consult for learning screenwriting fundamentals.
Mobile search is driven by convenience, with 77% of searches occurring at home or work where a PC is available. Searches are strongly tied to specific contexts, with shopping queries being twice as likely to occur in stores. Three out of four mobile searches trigger follow-up actions like further research, store visits, or purchases, and 55% of conversions happen within an hour of the initial search.
The document provides a global snapshot of mobile consumer trends based on surveys conducted in 10 countries in 2012. It finds that:
1) Smartphone ownership has reached a majority in countries like the US and UK, but feature phones remain most common in India, Brazil, and Russia where infrastructure is still developing.
2) Younger consumers are more likely to adopt smartphones globally, and their interest is expected to drive further adoption.
3) Smartphone habits vary by country, with games and social media being most popular apps worldwide, though mobile shopping is still nascent in many markets.
This document examines the effectiveness of celebrity endorsements in advertising. It analyzes data from over 2,600 ads to determine if celebrity ads perform better than non-celebrity ads. The analysis finds that contrary to popular belief, celebrity ads do not generally perform better and often perform worse than non-celebrity ads. While clever uses of celebrities can be effective, the creative content of the ad is more important for driving positive responses from viewers than the celebrity endorsement alone. Employing celebrities also carries business risks if they become associated with scandals. The evidence suggests celebrities are not a simple or guaranteed way to improve ad effectiveness.