Media planning - how would you like to be remembered?

Having a relevant and emotional impact on your target audience is important for a marketing campaign but how well will it be remembered? James Galpin, director of Global Media Practice AMAP, argues in a detailed article on the research agency Millward Brown’s website, that media choice is the key to success in many campaigns.  Different sub-groups within your target audience may react differently to different media and non-T.V. options are discussed in particular. Consider complementary choices of media vehicle to boost a campaign e.g. OOH (out of home) advertising vehicles alongside in-shop advertising are said to boost consumer likelihood to purchase. Unusual yet effective media examples are given such as Zappos’ shoes. Adverts on the bins used at airports which screen carry on luggage catch consumers just as they have to take their shoes off.  To learn more about the latest on media planning and selection read the full article at http://www.millwardbrown.com/Libraries/MB_POV_Downloads/Millward_Brown_POV_Medium_Informs_Message_2012.sflb.ashx

‘Great’ Britain or ‘USA - Land of Dreams’ – international tourism 2012

It’s not just the British tourism industry that is looking to profit from the Olympics and international focus on London and Great Britain. In The Drum magazine, several marketing campaigns for different countries are compared, with more than just the Visit Britain team considering the Olympic effect. In Ireland, they have been targeting Brits, and particularly Londoners, wanting to avoid the Olympics with their ‘Escape the Madness’ campaign. The tourism marketing team from France have also been trying to entice stressed Londoners away. Their aim is also to persuade international visitors to the Games to cross the Channel once they’ve finished their trip to London. Outside of the Olympic effect, the campaigns for Canada, USA and Australia are also discussed. For more on the marketing teams’ strategies to portray their countries in just a few minutes, take a look at all the ads on The Drum website. http://www.thedrum.co.uk/news/2012/07/20/international-tourism-campaigns-whos-doing-what-summer

Research Aid needs your market research skills

You don’t need to run a marathon to help your local charity. They may need your professional market research skills. Or at least some charities might not realise that they do but the Market Research Society are hoping to change that with Research Aid. Larger charities recognise the need for data to analyze their activities and achievements. Smaller charities may not have used market research in the same way. Research Aid aims to act as a broker for charities linking MRS members to a charity. The work will be done pro bono and the network will help establish working guidelines. Jane Frost, MRS Chief Executive said: “The research community is in a unique position to help charities generate the evidence they need to satisfy their supporters and stakeholders. They need this evidence to survive.” For more on how you may be able to help and gain extra valuable work experience, read the full article at http://www.mrs.org.uk/article/item/426

Marketing Week Live 2012

Whatever your marketing discipline from customer loyalty and motivation to promotion and data marketing, the Marketing Week Live event should have something for everyone. The show takes place in the Grand Hall in Olympia, London on the 27^th and 28^th June. It offers seven shows in one, all focusing on different aspects of marketing. Each show has its own speakers at individual conferences. At the Data Marketing show, British Airways will be talking about CRM (customer relationship management). At the Online Marketing show, SKY will be talking about ‘delivering a comprehensive digital channel strategy’. On the centre stage, key marketing personnel from Coca Cola, Lexus and Nokia will be talking about their very successful brands. As well as the conferences there will be great sourcing opportunities with more than 474 exhibitors. Entry is free and can be booked online. For full details visit the Marketing Week site at http://www.marketingweek.co.uk/Journals/2012/06/20/h/r/m/MW_Live_210612_Open.pdf

What makes a successful creative agency?

Whether you already work in a design agency or are researching them as potential employers, knowing the key characteristics of a successful design or creative agency could be very useful. In an article on The Drum website, Rod Petrie from the Design Business Association, offers his 10 key points on how to be a successful agency. He sees agencies as working with the ‘challenge of an increasingly diverse and complex yet exciting brand and media landscape’. To succeed, he cites confidence, professionalism and trust, particularly in terms of maintaining client business. He also suggests that people are an agency’s most valuable asset and it needs to have an ‘ability to spot and develop talent at all levels’. To learn what a top agency should be doing, and in turn who they might be looking for, read the full article at http://www.thedrum.co.uk/opinion/2012/04/30/10-key-points-how-be-successful-agency

Working in the media – popular but competitive

The Association of Graduate Recruiters say that 25% of students listed 'the media' when asked about future career choices. No surprise then that ‘competition for jobs is so intense’ according to an article in GradJobs magazine. With all that in mind, the article then takes a step by step approach for the different branches of media jobs with top tips at every stage to get a foot on the ladder. From television to print journalism, from radio to marketing, gaining experience wherever and whenever you can is seen as crucial. Whether it’s for a student newspaper or hospital radio, the article urges you to “make the most of it by volunteering for anything that crops up, and always try to take the initiative by coming up with ideas…and get noticed.” It’s also important to remember the technical roles available. From television the list includes sound recorders, script editors, floor managers, broadcast engineers and vision mixers.” More tips including pay and qualifications at http://www.gradjobs.co.uk/magazine/features/become-a-media-mogul

Different routes to a market research career

Market research as a career– did you choose it or find it? A new article from Research magazine interviews two research directors on their careers. Richard Noon sought his career after a degree in business and information technology and admits to ‘an interest in all things media’ and being ‘a geek when it comes to Rajar and NRS figures.’ Tim Barber, on the other hand, worked in advertising. While looking to break into television, a colleague’s friend offered him a job in her agency specialising in media and TV research. He soon discovered that “I had found my ideal job.” The contrast between the two routes to the industry shows how many backgrounds can help a career in market research. Tim considers that not having a research degree can be an issue but not in the longer term. Richard benefits from his IT experience. Read both interviews to compare to your research career path. http://www.research-live.com/features/how-i-ended-up-in-research/4006007.article