|
Essays
on media: MEDIA DIRECTORS INK
Most
good media people have strong views on media issues, only a few
write them down. Steve has been writing for the industry since the
late 1960s. His work has appeared in The Harvard Business Review,
Advertising Age, AdWeek, Inside Media, Media
Marketing Decisions, The Advertiser and most
recently in his newsletter - Media Directors Ink.
Here
is a sampling of his most recent essays on media:
Cover
Story
The Complete Consultant- full service media
consulting
The
Latest
Modeling the Return on Media and
Message Investment
On
The Business
Three
Client Hot Buttons
The Scope of Rework
Redefining Media Consultancies- new areas
Through
the looking glass- mid and small advertisers
How
Big is Your Radar Screen- hiring practices
On
Strategy
Morgan's
Law- media spend and market share
Copycat
Categories- sameness in categories
Viral
Advertising- inexpensive and effective
The
Schizophrenic Strategist- for sales and equity
Accelerated
Returns- branding life-cycles
32
cents Change Please- brand equity
Media
Planning Rev. 2002 (Part 5 of 5)
Media
Planning Rev. 2002 (Part 4 of 5)
Media Planning Rev. 2002 (Part 3 of 5)
Media
Planning Rev. 2002 (Part 2 of 5)
Media
Planning Rev.(olution) 2002 (Part 1 of 5)
Recency
and Residue- more on sales and equity
On
The Media
May
Madness-the upfront TV season
Winking in the Dark- in-store media
Television and Addiction-
heavy viewing
Television + Internet- the
new medium
The Kingdom of Internet-
pros and cons
New Media in Old Context-
Internet gold standards
The Remotely Armed Audience- remote viewing
Developing
Internet Strategies- sound thinking
On
Research
Total Media Practice
Fusing
Samples by MultiBasing- cool fusion
A
Yardstick Can't Measure Pounds- CPMs are what?
Truth
in Sampling- sampling errors and reality
On
The Economy
Spending
in a tough year- recession spending
Justifying
Media Budgets- in tough times
Uncertainty
and Opportunity- making the most
Media
Budgets and Uncertainty- more tough times
|
