PODCAST: Learn from this December 2006 iMedia Summit session how to optimize a campaign to reach its full potential.
Multiple goals often have a distinct possibility of crashing together in a way that makes it hard to define whether a campaign should be considered a success. Find out how the Communication Optimization Process (COP) can help direct your marketing campaign, how it helps drive a consensus on what your specific goals are for each ad campaign, and how you can achieve an unambiguous, clear definition of what success will look like for your campaign.
Learn how COP, combined with the right research methodology, has helped some major organizations define how each marketing element will contribute to that success and how to optimize a campaign to reach its full potential.
Rex Briggs, CEO of Marketing Evolution and co-author of the newly released book, "What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds," shares his insights and best practices from a variety of major brands from various industries.
Bio:
Rex Briggs is known as one of the world's leading experts in media effectiveness measurement. As CEO of Marketing Evolution, Briggs leads with the mantra: "Test, Learn, Evolve." The firm's services help clients achieve insight from advertising and marketing measurement and increase ROI for their marketing spend. Recent clients include Ford, Kraft, Colgate, McDonald's, Nestle, Proctor & Gamble and Kimberly-Clark. Briggs has won international research awards for his work in understanding website effectiveness and online advertising. Most recently his work in understanding the effects of advertising in television, magazine and online was nominated for the prestigious John and Mary Goodyear award for best international research. Briggs has consulted in more than 20 countries; worldwide his research has been translated into a half dozen languages.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
GET THE PODCAST
- [RSS] Add the iMedia Podcast feed to your RSS aggregator and have the show delivered automatically (MP3)
- [MP3] Download the show (MP3)
Speaker(s): Rex Briggs, CEO, Marketing Evolution and author of "What Sticks"
Format: 27:38, 12.9 MB, MP3
