Marketers Try Out New Media
Posted by Universal Ad at Tuesday, June 26, 2007 3:34 AM and is filed under multi-channel,Marketing,media 
This AdWeek article by Michael Appelbaum starts with the premise that "choosing a media plan and creating a strategy starts to feel like spinning a roulette wheel." It continues with two of the most important questions facing marketers these days:How do you know which channel best suits his or her brand's marketing strategy? How does a brand establish campaign goals and define clear measures of success?
The writer tries to answer these questions through five case studies, including brands in technology, automotive, retail, sports and entertainment, as well as a diverse array of new and innovative marketing strategies. The retail example describes a video circular trial in the Atlanta market on behalf of retailers including CompUSA, HHGregg, Macy's, Thomasville Furniture and Wal-Mart.
The writer tries to answer these questions through five case studies, including brands in technology, automotive, retail, sports and entertainment, as well as a diverse array of new and innovative marketing strategies. The retail example describes a video circular trial in the Atlanta market on behalf of retailers including CompUSA, HHGregg, Macy's, Thomasville Furniture and Wal-Mart.
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