It is self-evident that media planning and buying cannot continue to use the methods, systems and technologies that were developed in the 1970's and 1980's. While they are comfortable and are the current currency in media allocation they are as obsolete as carbon paper. Most media planners and buyers are acting as agents for their clients. Thus, they have a fiduciary obligation to allocate the finite corporate resources in the most effective and efficient manner possible. For the client/advertiser that charge now includes an objective to become more consumer-centric and increase marketing ROI. The new SIMM consumer allocation method does just that by making the consumer and their consumption value, and media influences to purchase key elements in the new model. Media Generations also demonstrates the utility to media planning of considering how media consumption and influence change among age cohorts with different media experiences.

Media Generations: Media Allocation In A Consumer-Controlled Marketplace

Business & Money

Block Ph.D., Martin P.

Schultz Ph.D., Don E.

BIGresearch

Marketing & Sales

Prosper Business Development Corporation

Retailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways-all intent on achieving individual goals. Until today! Interactive digital technologies have created new communities of customers-communities that demand radically different views, approaches and methodologies. RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch's SIMM(r), CIA(tm) and Shopper MindSet(tm) consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the "retail communities" idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the "Retail Theater." Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program.

Retail Communities: Customer-Driven Retailing

The beginning of the 21st century witnessed a three-act drama that has changed the face of American life. Act I saw the horror of 9/11 and the nation facing up to the reality of terrorism. In Act II economic life as we knew it collapsed in the financial meltdown of 2008 and the “Lesser Depression” that followed. Now, Act III is unfolding in a new climate of consumer caution, fiscal responsibility, and long-term planning. Businesses can no longer simply create a product and expect to sell it. They must identify the needs and wants of their target market. And then effectively communicate with that market. The Changing American Consumer draws lessons from ongoing survey based analysis of the attitudes, expectations, and intentions of US consumers of all ages and income brackets from BIGinsight.com. This research and analysis reveal the long-term consumer trends that are emerging in the wake of the socio-economic upheaval of the past decade. The lessons drawn will prove vital in assisting companies as they refocus in a changing and uncertain new market.

The Changing American Consumer

Bickle PH.D., Marianne

Foundation, Prosper

A Marketer’s Guide to Understanding China’s Digital Generation China’s Digital Generation is driving the country’s rapidly growing consumer economy. These savvy young consumers are a powerful force, shaping China’s markets now and for years to come. Drawing on the massive ProsperChina Quarterly Survey, this book presents a clear, practical view of how this generation acts, shops, and plans for the future. Ample comparisons are made between Chinese and U.S. consumers, providing useful cultural and behavioral benchmarks for marketers of consumer products and services. A must-read for global leaders developing, refining and implementing marketing and communication programs in the world’s most challenging and complicated market.

Understanding China's Digital Generation: A marketer's guide to understanding young Chinese consumers

Schultz,Heidi

People don’t do business with a logo. They do business with a person.BrandFace® for Real Estate Professionals is not the first book on personal branding, but it is the first to define the essential BrandFace® elements that you need to build a successful personal brand -- and distinguish the value it brings to those in the real estate industry. BrandFace® is a guide to implementing a powerful personal branding strategy that effectively utilizes integrated marketing principles and multiple media platforms to transform you into the face of your own brand. Waiting for you inside the book are:•The 10 traits of every successful BrandFace®• How to determine which type of BrandFace® you are•The first steps you need to take to launch your BrandFace®•Implementation plans for dozens of integrated media and social tools•A comprehensive list of elements that will help make you a BrandFace® star!Marketing has become more complex. There are literally thousands of new marketing and advertising choices available now that were unheard of just a decade ago. In order to stand out, real estate agents and brokers must understand and accept two things: which marketing tools to use in order to maximize effectiveness; and how to leverage their own knowledge, expertise and image to become THE BrandFace® star in their industry. About the Co-Author:BrandFace® for Real Estate Professionals is the second book in the BrandFace® series, and is co-authored by Michael Carr, America’s Top Selling Real Estate Auctioneer. Michael is licensed in 27 states in the continental U.S. as both a broker and an auctioneer. He has been actively involved in the sale of over 68,000 homes and has conducted over 6,500 auctions in the last 25 years. This book includes Michael's experiences and advice as the face of his own brand in the real estate industry. He has successfully put into practice the BrandFace® principles which have made him a household name in his market. Brokers and agents alike will learn how to take their own business from mediocrity to a recognizable brand.

BrandFace for Real Estate Professionals: Be the Face of Your Business & a Star in Your Industry (Volume 2)

Eberhart, Tonya

Carr, Michael