The winner of a competition to uncover the best academic thinking around marketing and advertising business problems. The top prize was awarded to Esther Thorson, associate dean at the University of Missouri-Columbia School of Journalism and director of research at the Donald W. Reynolds Journalism Institute, and Jeri M. Smith, president of Communicus. Their paper, "How Advertising Performs in a Social Media World,” uses original research to demonstrate how social media and traditional advertising work differently, and the best approach in using both most effectively. Advertising and brand managers today are consumed with planning promotions, integrations and social-media marketing programs that are unclear in terms of effectiveness or persuasion. As advertisers add social media and new-media strategies to their arsenals, they must consider both costs and benefits, and how it relates to other forms of advertising. Using social-media research and data from the Communicus database, which includes more than 40 years of research on the effects of advertising, this report evaluates how to combine social media marketing and traditional advertising for optimal results. bit.ly/12kuaTk
Posted on: Thu, 06 Jun 2013 20:59:48 +0000
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