Integrated Marketing Communications
                    A Vision for the Future
                             April 15, 2010
WHAT IS THE FUTURE OF MARKETING
COMMUNICATIONS?

                 •   The MarCom industry has evolved over the past 50 yea...
AGENDA


•   Understanding the Past



•   Evaluating the Present Landscape



•   Vision for the Future
HISTORICALLY, MARCOM HAS NOT BEEN A
       VERY ATTRACTIVE INDUSTRY
                   BUYERS - MID                       ...
FOUR MAJOR SHOCKS CAUSED A SHIFT IN
THE TRADITIONAL MARCOM MODELS

 Globalization   Consolidation   Compensation   Media
1. GLOBALIZATION - BRANDS AND AD
         CAMPAIGNS BECAME GLOBAL
                       GLOBALIZATION TRENDS             ...
2. CONSOLIDATION – SIX MEDIA
          CONGLOMERATES DOMINATE INDUSTRY
                REASONS FOR CONSOLIDATION          ...
3. NEW PAYMENT MODELS – CLIENTS
          DEMANDED “SKIN IN THE GAME”
              MODELS OF                             ...
4. MEDIA – CAMPAIGNS MUST CONSIDER
      MEDIA AS PART OF THE STRATEGY
             CHANGES TO                            ...
AGENDA


•   Understanding the Past



•   Evaluating the Present Landscape



•   Vision for the Future
THE CURRENT MARCOM INDUSTRY HAS
      BECOME MORE UNATTRACTIVE
                 BUYERS - HIGH                             ...
THERE ARE THREE INTENSIFYING SHOCKS

   Backlash    Technology   Fragmentation
1. BACKLASH
         CONSUMERS FIND LESS VALUE ADS
       SIGNAL ON THE HORIZON                                           ...
2. TECHNOLOGY
          NEW CHANNELS FOR COLLECTING DATA
                                                                 ...
3. FRAGMENTATION
       CONTENT IS BECOMING MORE PERSONAL

                                                               ...
AGENDA


•   Understanding the Past



•   Evaluating the Present Landscape



•   Vision for the Future
THE BESPOKE ADVANTAGE
THE BESPOKE ADVANTAGE
THE BESPOKE ADVANTAGE
INTRODUCING BESPOKE ADVERTISING
The most personalized promotional agency




    Bespoke Advertising offers mid to large s...
BESPOKE ADVERTISING‟S VALUE PROPOSITION:
Offering consumers the most personalized promotional experience


       For anyo...
1. PERSONAL ADVERTISING MANAGEMENT
   PLATFORM
  •   The most jaded consumers can now actively manage the kinds of adverti...
2. ONLINE MEDIA EXCHANGE PLATFORM

  •       Advertisers are able to purchase media time across all channels targeted to i...
3. INDIVIDUAL ADVERTISING DELIVERY
   SERVICES
 •   Active users of PAMP are provided with RFID tags encoded with their ad...
BESPOKE‟S BUSINESS MODEL CONSISTS OF
 SEVERAL REINFORCING ELEMENTS
 Value Proposition       Consumer Segments         Rela...
WHAT DOES THIS OPPORTUNITY LOOK LIKE
IN 2020?
•    Capitalize on a $1.1 billion industry in 2020 by linking Loyalty Progra...
BESPOKE‟S APPROACH TO ADVERTISING IS
THE WAY OF THE FUTURE

   INDUSTRY SHOCK     BESPOKE PHILOSOPHY         BESPOKE OFFER...
APPENDICES AND SOURCES
LOYALTY PROGRAMS USA

                                                                   Total Memberships (in Billions)
 ...
LOYALTY PROGRAMS CANADA
                                                               Total Memberships (in Millions)
   ...
OUT-OF-HOME ADVERTISING INVENTORY

                                                                 Canadian Out Of Home I...
OUT-OF-HOME ADVERTISING SPEND

                                                            OOH Net Advertising Volume
    ...
SOURCES

•   Media In Recession: Broadcast Stumbles, Cable Capitalizes On Interactive Platforms
     – http://www.mediapos...
SOURCES

•   Chris, Thomas O‟Guinn, and Richard J. Semenik, “Advertising and Integrated Brand Promotions”
    Cengage Lear...
SOURCES

•   The Theory and Experience of Globalization
     – http://www.infed.org/biblio/globalization.htm

•   TBWA At ...
SOURCES

•   The TV Gravy Train is Done!
     – http://evolutionofcommunication.com/blog/tag/media-planning/

•   Economic...
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Integrated Marketing Communications

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  1. 1. Integrated Marketing Communications A Vision for the Future April 15, 2010
  2. 2. WHAT IS THE FUTURE OF MARKETING COMMUNICATIONS? • The MarCom industry has evolved over the past 50 years, reacting to changes in several areas: - Technology (new media channels) SITUATION - Clients (new business realities and demands) - Consumers (new attitudes and behaviours) • Pace of technological and societal changes will accelerate CHALLENGES • Disruptions to the traditional MarCom industry spells potential risks, but also opportunities • What future developments will affect the industry and how will it look in 10 years? KEY QUESTIONS • Which developments can advertisers capitalize on and how?
  3. 3. AGENDA • Understanding the Past • Evaluating the Present Landscape • Vision for the Future
  4. 4. HISTORICALLY, MARCOM HAS NOT BEEN A VERY ATTRACTIVE INDUSTRY BUYERS - MID SUPPLIERS - HIGH COMPETITION - HIGH • Clients primarily used • Few media outlets • Many small advertising agencies to increased power of each undifferentiated firms purchase media spots supplier competed with each other - Significant portion of - 3 major cable networks - Players were regional broadcast budgets spent - Local radio stations and - Creative was considered on “upfronts” news papers an add-on - Low switching costs • Increasing number of • Each media outlet had a • Two recessions over this captive audience players emerged due to period impacted client‟s - Fewer media outlets the low barriers to entry marketing budgets allowed for greater - Ogilvy and Maher (1964) - Beginning of 1960 and penetration - Saatchi and Saatchi 1970 - Everyone was watching (1970) the same nightly news • Limited media spots • Lack of tools to measure show, sitcom etc. increased competition impact of advertisements between existing players led to a focus on • Power shifting away from “creativity” rather than traditional media holders • No real threat of performance (print) to new media substitutes for holders (cable television) professional quality - From local papers to advertising Sources: Media In Recession: Broadcast Stumbles, Cable NBC Capitalizes On Interactive Platforms, Advertising History Timeline, Economywatch, Marketing and Regulation
  5. 5. FOUR MAJOR SHOCKS CAUSED A SHIFT IN THE TRADITIONAL MARCOM MODELS Globalization Consolidation Compensation Media
  6. 6. 1. GLOBALIZATION - BRANDS AND AD CAMPAIGNS BECAME GLOBAL GLOBALIZATION TRENDS EFFECT ON INDUSTRY • Multinational corporations now account • Multinational companies are more for over 33% of world output and 66% of prevalent and powerful around the world trade globe • Brands have gone global • Agencies went global in order to meet - China experienced 15% rise in the needs of their global customers foreign advertising in 2009 while - TBWA has 258 offices in 77 countries other regions flattened with 12,000 employees • Global firms are looking for ad agencies • Ad agencies coordinate branding who can create and execute their brand across countries campaigns around the globe - TBWA manages the Absolut Vodka account in 48 countries, Adidas in 65 countries and Nissan in 58 countries Sources: The Theory and Experience of Globalization, TBWA At a Glance, Consumer Brands Buck Trend in Ad Spending
  7. 7. 2. CONSOLIDATION – SIX MEDIA CONGLOMERATES DOMINATE INDUSTRY REASONS FOR CONSOLIDATION EFFECT ON INDUSTRY • “All agencies are three phone calls • Conglomerates protected agencies with away from disaster“ – Clients jumped strong brand names from financial firms often distress in the event of account losses • A diversified portfolio of marketing • Media conglomerates own ad agencies, companies shelters media PR firms, branding houses, digital conglomerates somewhat from agencies etc. to provide insularity economic cycles against recession (Sir Martin Sorrell) • Individual firms usually can not provide • Conglomerates such as WPP, which services for two rival companies such owns multiple ad agencies can provide as General Mills and P&G services to competing clients through different agencies • Large accounts such as Samsung and • Conglomerates can bid for huge Vodafone are becoming consolidated consolidated accounts that require advertising, branding & PR services Sources: Tungate, Mark. “Adland: A Global History of Advertising”
  8. 8. 3. NEW PAYMENT MODELS – CLIENTS DEMANDED “SKIN IN THE GAME” MODELS OF IMPLICATIONS PAYMENT Commission • Used to be the dominant model where agencies got paid 15% commission on all media purchased • If the campaign is good, the agency profits as the company purchases more media • Commission-based model moved to advertisers paying for Fees specific services • Fees were based on the number of hours clocked on account • Every fee account paid its own way • With commission systems, firms spent resources doing creative for companies who didn’t purchase a lot of media space and would end up losing money • Ad firms don‟t have as much incentive to convince firms to purchase excess media Pay for • P&G has started basing a portion of agency compensation on Performance performance in the form of sales and market share gains • Agencies now had “skin in the game” for their strategies to be taken more seriously by companies who were sceptical when presented with cutting edge ideas by their agencies • The internet made it easier to track success of digital ads Sources: Pay for Performance for Cokes Ad Agency, Brand architecture: Creating clarity or organizing chaos?, The fee good factor?, P&G’s Ending Billable Hours Forces Grey to Show Chip Ads Work , Ogilvy on Advertising
  9. 9. 4. MEDIA – CAMPAIGNS MUST CONSIDER MEDIA AS PART OF THE STRATEGY CHANGES TO IMPLICATIONS MEDIA More media • The number of media outlets and channels exploded after the choices 1970‟s • More niche TV, radio and print programming available for ads • Advances in technology created new media options including blogs, podcasts, online advertising and mobile advertising Media dollars • Online advertising will grow to more than $50 billion to make up shifted 25% of all media consumption by 2011 • Recent studies predict companies will shift $65 billion in traditional ad spending to spending on their websites, social marketing and online Media influences • Many advertising campaigns now created with specific media the campaign choices in mind • The “Only in a Woman’s World” Frito-Lay campaign was created specifically for online social media channels instead of online media being just one channel in a larger campaign Sources: The TV Gravy Train is Done!, Economic Woes Mean TV Ad Pullback, Media Shift, A $65 Billion Advertising Shift?
  10. 10. AGENDA • Understanding the Past • Evaluating the Present Landscape • Vision for the Future
  11. 11. THE CURRENT MARCOM INDUSTRY HAS BECOME MORE UNATTRACTIVE BUYERS - HIGH SUPPLIERS - MID COMPETITION - HIGH • Effectiveness measures • Media fragmentation • Consolidated companies and tied compensation are reduces power of any one compete with each other the norm; increases media supplier and independents pressure to perform - 1000’s of cable channels - P&G shift from Saatchi - Large supply of media and Saatchi to • Shifting budgets from ads & spots via internet Wieden+Kennedy media to lower-revenue - End users are using • Lower costs of tools and marketing tactics multiple devices to access media = low entry barriers - Pepsi rejecting Super information - More content from semi- Bowl TV ads for Refresh professionals and user Project “cause marketing” • Power shifting away from generated content traditional media holders • Squeezing margins on (broadcast TV) to new • Media holders work direct media buying media holders (online with clients platforms) - Conde Nast Media Group • End users resisting clutter, works directly with - From NBC to Google interruption and mass- advertisers on magazine marketing targeting campaigns - Ad avoidance technology - Demanding higher level • Substitutes for media of ad relevance intermediaries with open exchanges and auctions - Google TV Ads allows Sources: AdBrands.Net, How Media Choices are Changing Online Advertising (Bradley and Bartlett) What Happened to Creative Advertising?, The End of Advertising as We Know It anyone to buy media
  12. 12. THERE ARE THREE INTENSIFYING SHOCKS Backlash Technology Fragmentation
  13. 13. 1. BACKLASH CONSUMERS FIND LESS VALUE ADS SIGNAL ON THE HORIZON SHOCK ASK FIRST ADVERTISING • Consumers are becoming • More than 50% of cable TV • Retailers and advertisers increasingly resistant to all subscribers will own a DVR will require “permission” to forms of advertising • 95% are angry over email access consumers‟ lives spam and pop-up ads • Consumers are more • 90% of people trust • Advertisers need to cynical recommendations of their leverage the tribe and peer network; 56% trust regain their trust advertising “completely” or “somewhat” • Devices such as TiVo and • Social networking sites, • Content will have to be popup blockers enable such as YouTube, served highly personalized to users to access ad-free up to 12 billion users appeal to consumers content • Web 2.0: internet users • 77% of internet users read • Extending the „Unwritten have more opportunity for some form of Web Log Contract‟ by providing online interaction (blog) consumer incentives Sources: Allen, Chris, Thomas O’Guinn, and Richard J. Semenik, “Advertising and Integrated Brand Promotions”, Telegraph, “Americans spend most time on the internet”, Business Insider: “YouTube’s staggering growth continues” Social Media, Web 2.0 and Internet Stats, Media and Money
  14. 14. 2. TECHNOLOGY NEW CHANNELS FOR COLLECTING DATA NEW WAY TO TALK TO SIGNAL ON THE HORIZON SHOCK CUSTOMERS • Television, internet and • New technology has • Mobile access to internet phones have become enhanced the old channels allows 24/7 access to primary methods of with new ways advertisers consumers advertising to consumers to reach consumers • Geo-targeting enable - Smart phones expected promotions when and to capture 37% of the where it is relevant worldwide cell phone • Digitized content can be market tailored to user and - More devices are GPS- environmental changes enabled - Sales of Netbooks and tablets expected to grow at an annual rate of 28.5% • Advertisers have yet to • Development in Ambient • Smarter, more efficient capitalize on new Intelligence signals the means of communicating communications evolution of technology and identifying consumer opportunities that is sensitive and needs responsive to our presence and needs Sources: Cnet news, “Smartphone Share of Cell Phones Set to Soar”, “Netbooks and tablets see strongest growth in 2010”, Emerging Communications, 4 New Opportunities in Ad Targeting
  15. 15. 3. FRAGMENTATION CONTENT IS BECOMING MORE PERSONAL MICROSEGMENTS AND SIGNAL ON THE HORIZON SHOCK MICROVERSIONS • Customers segmented • Consumers have more • Customers will be based on demographics, opportunity to customize individually targeted psychographics, their content purchasing behavior - e.g. iGoogle • Products are becoming • Technology is becoming • Content will be highly more tailored to meet target more adept at identifying personalized to appeal to segment needs YOU consumers - e.g. GoogleAds • Global market provides • Broadcasting • Multiple product and ad consumers with access to advertisements are versions can be used to more products and becoming increasingly address many more target services affordable and easy to segments access
  16. 16. AGENDA • Understanding the Past • Evaluating the Present Landscape • Vision for the Future
  17. 17. THE BESPOKE ADVANTAGE
  18. 18. THE BESPOKE ADVANTAGE
  19. 19. THE BESPOKE ADVANTAGE
  20. 20. INTRODUCING BESPOKE ADVERTISING The most personalized promotional agency Bespoke Advertising offers mid to large sized advertisers the opportunity to target and respond to the individual needs and purchasing habits of all consumers, derive accurate consumer insights and market research, while engaging consumers with personalized and programmable content.
  21. 21. BESPOKE ADVERTISING‟S VALUE PROPOSITION: Offering consumers the most personalized promotional experience For anyone who needs to market anything to anybody else, Bespoke Advertising provides the ability to target individual customers in the most personal and meaningful ways 1 ASK FIRST ADVERTISING Personal Advertising Management Platform (PAMP) 2 NEW WAY TO TALK TO Open Media Exchange Platform (OMEP) CUSTOMERS 3 MICROSEGMENTS AND Individual Advertising Delivery Services (I-ADS) MICROVERSIONS
  22. 22. 1. PERSONAL ADVERTISING MANAGEMENT PLATFORM • The most jaded consumers can now actively manage the kinds of advertisements they wish to receive across all of their media platforms using the online PAMP tool • In addition to receiving the most personally relevant promotional information, users also receive discounts and incentives from advertisers to encourage them to close the sale Personal Advertising Management Platform: Jesse has just broken She logs onto PAMP Monica and Joe are They log onto PAMP up with her boyfriend to explicitly remove expecting their first to request diaper all movie trailers for child samples and blog romantic comedies articles about from her TV viewing newborns for the next 2 weeks
  23. 23. 2. ONLINE MEDIA EXCHANGE PLATFORM • Advertisers are able to purchase media time across all channels targeted to individual viewer preferences through the OMEP • Bespoke Advertising enables clients to use several micro-versions of an ad execution to appeal to specific groups of target customers Online Media Exchange Platform: • Knowing that Jesse does not • Everyday, Johnson & Johnson want to see romantic comedies, purchases the rights to access Overture Films purchases 10 of OMEP’s samples request list her TV media spots to promote • From reading Monica and Joe’s its upcoming horror film, The request, Johnson and Johnson Crazies sends a basket of baby goods to • Inferring that she just endured a their home along with coupons break-up, the micro-versioned valid for the next six months ad features scenes of a vengeful girlfriend
  24. 24. 3. INDIVIDUAL ADVERTISING DELIVERY SERVICES • Active users of PAMP are provided with RFID tags encoded with their advertising profile to ensure that their preferences are incorporated with outdoor and signage ads • Non-users of PAMP are individually targeted based on facial and body recognition software installed at the signage‟s site • Advertisers are able to purchase signage spots only when they know they can deliver targeted messages at “captive sites” Individual Advertising Delivery Services: Danielle is a PAMP user and lists cosmetics as one of her advertising preferences. She carries her Bespoke RFID tag with her while shopping and has consented to receiving makeup recommendations while in public washrooms. Cosmetic makers bid for the opportunity to promote their products to customers such as Danielle and pay per impression to interact with her.
  25. 25. BESPOKE‟S BUSINESS MODEL CONSISTS OF SEVERAL REINFORCING ELEMENTS Value Proposition Consumer Segments Relationship Mgmt Key Activities Comp. Advantage Personalized Advertisers Advertisers: • Developing strategy Early mover and Promotions • Most appropriate • Account mgmt and creative content ongoing innovator for those generating and creative for advertisers; Advertisers: product knowledge teams to develop particularly micro- • Patent protection The ability to target and interest to media strategy / versioned ad on devices and individuals in the customers who have content executions software most relevant already identified • Online platform to • Designing devices, manner needs enable active software and • Relationships with media purchasing algorithms to enable advertisers Consumers: Consumers: • Algorithms to media purchase at The ability to receive • Particularly valued allow automatic individual level (e.g. • A large installed relevant marketing by jaded customers media purchasing TV top-set boxes) base of consumers communications sick of clutter • Purchasing media who have opted Consumers: time and parsing into our network • Online PAMP into individual and specified their • PAMP RFID tags packets ad preferences Costs Revenues • Media time purchases • Media purchases from advertisers • Labour for account managers, creative staff, algorithm • Upfront fees for creative work programming staff • Pay per impact as micro-versioned messages are • Component and assembly costs to create devices to delivered enable parsing of media and data collection
  26. 26. WHAT DOES THIS OPPORTUNITY LOOK LIKE IN 2020? • Capitalize on a $1.1 billion industry in 2020 by linking Loyalty Programs with Out-of-Home Advertising Loyalty Programs Out-of-Home Advertising Advertising Spend 314.7 million active 200K Out-of-Home $1.1 B net advertising loyalty memberships Advertisements spend
  27. 27. BESPOKE‟S APPROACH TO ADVERTISING IS THE WAY OF THE FUTURE INDUSTRY SHOCK BESPOKE PHILOSOPHY BESPOKE OFFERING Personal Advertising BACKLASH ASK FIRST ADVERTISING Management Platform (PAMP) Open Media Exchange INCREASING PACE OF NEW WAY TO TALK TO Platform TECHNOLOGY CUSTOMERS (OMEP) Individual Advertising MICROSEGMENTS AND Delivery Services FRAGMENTATION MICROVERSIONS (I-ADS)
  28. 28. APPENDICES AND SOURCES
  29. 29. LOYALTY PROGRAMS USA Total Memberships (in Billions) • 8.2% average loyalty program membership growth between 2000-2008 Assuming 4.8% growth – U.S. GDP grew by 4.8% over the same 2.5 period 2.08 2.0 • 65% of memberships in 2006 and 2008 were active – Active means that memberships were 1.5 used in the past 12 months 1.0 0.79 – Estimated active membership forecast in 2020 is based on: - Avg membership growth: 3 Billion 0.5 - Avg GDP growth: 2.08 Billion 0.0 2008 2012 2016 2020 If memberships increase at the same rate as GDP (4.8%) there will be 2.08 billion active loyalty program memberships in 2020 Sources: The 2009 COLLOQUY Loyalty Marketing Census World Bank, World Development Indicators
  30. 30. LOYALTY PROGRAMS CANADA Total Memberships (in Millions) • Canadians are enrolled in more loyalty Assuming 8.8% growth programs than Americans 350.0 • Canadians are more active loyalty 314.7 program members than Americans 300.0 • 86% of memberships in 2008 were active 250.0 – Active means the memberships were used in the past 12 months 200.0 150.0 • 9.2 active memberships per Canadian 113.6 household 100.0 – 6.2 active memberships per American household 50.0 0.0 2008 2012 2016 2020 If memberships increase at the same rate as GDP (8.8%) there will be 314.7 million active loyalty program memberships in 2020 Sources: The 2009 COLLOQUY Loyalty Marketing Census World Bank, World Development Indicators
  31. 31. OUT-OF-HOME ADVERTISING INVENTORY Canadian Out Of Home Inventory • 6.4% average OOH media growth Growth (in 000s) between 2004-2008 – Traditional OOH growth: -1.7% 250 – Non-traditional OOH growth: 17.3% 200 200 • Traditional OOH media (static signs, etc.) are being replaced by non-traditional media (electronic, interactive, etc.) 150 – Traditional inventory forecast to drop from 47K to 36K in 2020 100 95 • The number of OOH ads will exceed 200K in 2020 50 – Assuming 6.4% average growth 0 2008 2012 2016 2020 Canada OOH market inventory expected to double by 2020 with a transition to non-traditional media Sources: Out-of-Home Marketing Association of Canada
  32. 32. OUT-OF-HOME ADVERTISING SPEND OOH Net Advertising Volume • Canada OOH marketing spend expected in $MM CAD to accelerate in the next decade 1,200 1,107 • 8% growth in average OOH advertising 1,000 spend between 1999-2008 800 • OOH marketing spend increased from $243 to $463 MM CAD from 1999-2008 600 463 400 200 0 2008 2012 2016 2020 Out-of-Home Advertising will be a $1 Billion industry in 2020 Sources: CDMC Media Digest 2009/2010
  33. 33. SOURCES • Media In Recession: Broadcast Stumbles, Cable Capitalizes On Interactive Platforms – http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=95021 • Advertising History Timeline – http://adage.com/century/timeline/index.html • Economywatch – http://www.economywatch.com/marketing/marketing-industry.html • Marketing and regulation – http://www.teara.govt.nz/en/advertising/6 • Advertising Industry Structure – http://www.adbrands.net/agencies_index_basics.htm • How Media Choices are Changing Online Advertising (Bradley and Bartlett); HBS • What Happened to Creative Advertising? – http://www.washingtonpost.com/wp-dyn/content/article/2006/09/19/AR2006091901628_2.html • The End of Advertising as We Know It – http://www-935.ibm.com/services/us/gbs/bus/pdf/ibv-g510-7869-01-advertising.pdf
  34. 34. SOURCES • Chris, Thomas O‟Guinn, and Richard J. Semenik, “Advertising and Integrated Brand Promotions” Cengage Learning, Ohio, 2009. • Americans spend most time on the internet – http://www.telegraph.co.uk/news/1940196/Americans-spend-most-time-on-the-internet.html • YouTube‟s staggering growth continues – http://www.businessinsider.com/chart-of-the-day-youtube-vs-its-competitors-2010-1 • Social Media, Web 2.0 and Internet Stats – http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ • Media and Money – http://mediaandmoney.wordpress.com/2009/07/17/nielsen-survey-shows-consumers-attitudes- toward-trust-value-and-engagement-of-advertising/ • Cnet news, “Smartphone Share of Cell Phones Set to Soar”, – http://news.cnet.com/8301-1035_3-10415577-94.html • Netbooks and tablets see strongest growth in 2010 – http://www.netbookchoice.com/2010/04/07/netbooks-and-tablets-to-see-strongest-growth-in-2010/ • Emerging Communications – http://www.emergingcommunication.com/ • 4 New Opportunities in Ad Targeting – http://www.imediaconnection.com/content/22194.imc
  35. 35. SOURCES • The Theory and Experience of Globalization – http://www.infed.org/biblio/globalization.htm • TBWA At A Glance – http://www.tbwa.com/index.php/ataglance • Consumer Brands Buck Trend in Ad Spending – http://www.ft.com/cms/s/0/95f075b8-4011-11df-8d23-00144feabdc0.html?ftcamp=rss • Tungate, Mark. “Adland: A Global History in Advertising” Kogan Page, Philadelphia, 2007. • Pay for Performance for Coke‟s Ad Agency – http://trendsupdates.com/pay-for-performance-for-coke%E2%80%99s-ad-agency/ • Brand architecture: Creating clarity or organizing chaos? – http://www.b2bbranddebate.com/?tag=procter-gamble • The fee good factor? – http://www.thehindubusinessline.com/catalyst/2004/10/28/stories/2004102800090100.htm • P&G‟s Ending Billable Hours Forces Grey to Show Chip Ads Work – http://www.bloomberg.com/apps/news?pid=20601085&sid=aXI1vGkX3dyo • Ogilvy, David. “Ogilvy on Advertising” Vintage Books, New York, 1985.
  36. 36. SOURCES • The TV Gravy Train is Done! – http://evolutionofcommunication.com/blog/tag/media-planning/ • Economic Woes Mean TV Ad Pullback, Media Shift – http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=74678 • A $65 Billion Advertising Shift? – http:www.forbes.com/2009/07/21/advertising-marketing-business-media-stratigos.html • The 2009 COLLOQUY Loyalty Marketing Census – http://www.customerthink.com/paper/census_talk_the_big_sort_the_2009_colloquy_loyalty_marketi ng_census_2009 • World Bank, World Development Indicators – http:////www.google.com/publicdata?ds=wb wdi&met=ny_gdp_mktp_cd&idim=country:USA&dl=en&hl=en&q=us+gdp • Out-of-Home Marketing Association of Canada – http://www.omaccanada.ca/en/research/facts_stats/media_trends/default.omac • CDMC Media Digest 2009/2010 – http://www.cmdc.ca/init_digest.asp

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