In the Downturn Throwdown series, we challenge industry experts to convince us their medium is the best location for advertisers to put their dollars in tough times.
By Gary Belgrave, Radio Marketing Bureau
Posted July 4th, 2009
The reason that makes radio a great advertising medium in good economic times is the same reason to choose it in tough times: just like James Brown was ‘the hardest-working man in showbiz,’ radio is the hardest-working medium in advertising. (more…)
By Ryan Wolman, henderson bas
Posted July 3rd, 2009
Hi! You’ve reached the marketing department. We no longer have to work because we have a social media strategy; 2.5 million Facebook users are doing our job for us! Yay!
Vegas baby, Vegas!
I have a revolutionary comment for you: social media and marketing go hand-in-hand. They’re not exclusive – think about that for a second. (more…)
By Susan Charles, ACA
Posted July 3rd, 2009
Marketing communications channels are multiplying – how and why marketing dollars shift among them is critical to the advertising and media communities. The ACA, in partnership with exclusive sponsor, The Toronto Star, and with the research services of Strategic Marketing Counsel, conducted a survey late last year where we investigated budgets in various MarCom channels, the change in budget sizes for 2007 & 2008, and projections for 2009. The information provides critical insights into the Canadian market, although the small sample base (54) means we can consider it neither representative nor projectable. (more…)
By Bob Reaume, ACA
Posted July 3rd, 2009
Having regulated radio and television broadcasting since 1968 — some 40 or so odd years — along comes the internet to throw a curve at the CRTC. (more…)
By Ted Boyd & Travis St. Denis, 58Ninety Inc.
Posted July 3rd, 2009
During the 14 years since the advent of the consumer-facing Internet, the word ‘digital’ has become almost as ubiquitous in the marketing lexicon as ‘consumer’ or ‘media.’ Despite digital’s meteoric rise and growing role in the client MarCom mix, many myths and uncertainties remain about what it takes to produce outstanding digital work, how to gain optimal placement in media environments, and the process by which clients and their agencies get there.
(more…)
By Sheila Corriveau, AgencyLink
Posted July 3rd, 2009
In my Directions column last month, I focused on how agencies shouldn’t mislead corporate marketers with the old bait-and-switch technique during an RFP process. However, corporate marketers need to be held equally accountable, to conduct a transparent marketing communications agency review.
The Evils of Speculative Work
Start a new business partnership off on the right foot by being fair and honest during your agency search. We discourage our clients from requesting speculative work; instead, we recommend that agencies demonstrate their track record with relevant case studies. This enables you to find out more about how an agency would use a best practice for your organization. (more…)
