May 15, 2009

Beyond Advertising

The┬áIBM Institute for Business Value produces a lot of interesting studies on a variety of subjects. This one from March called “Beyond advertising: Choosing a strategic path to the digital consumer” is particularly fascinating. To quote their summary “The distinctions are blurring between advertising and marketing, as new forms of communication marry the return on investment (ROI)-characteristics of marketing with emotional characteristics of traditional brand advertising – in short, the old ways cannot meet the challenges of today”. You can download it here.

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