Marketers need to understand: Drake Morton

Stop Blaming The Economy

by David Koretz , Thursday, October 16, 2008

There is no question that the economy has been completely mismanaged. There is no denying the $14 trillion in U.S. debt, and there is no sugarcoating the 40% drop in the Dow over the last 12 months that wiped out trillions in shareholder value.

Yet, much as we would like to believe, the growth challenges in online advertising have little to do with the recent economic struggles. (more…)

Things you Need to Know: Drake Morton

Coupon Tactics Get Interesting

by Morgan Stewart , Wednesday, October 15, 2008

ON SEVERAL OCCASIONS, I HAVE conducted highly informal research on what people want to receive through email. Nothing fancy, just me asking friends and family what they want companies to send them. “Coupons” is always the first answer. (more…)

A Good Read: Drake Morton

The Difference Between

Tactical and Strategic Media Planning

By Cory Treffiletti

Media planning is a combination of art and science — and whether you know it or not, it has been changing over the last few years. There are many traditional ways to create a media plan, but the basics are always the same: you identify the target audience and then hypothesize the right types of media vehicles and placements that will reach them with a targeted message. What has changed is the difference between tactical media planning and strategic media planning. (more…)