Chapter

Media Buying

Exploring the FTC Guidelines for Social Media

This whitepaper discusses FTC guidelines for "sponsored conversations" (paid endorsements from bloggers?) and proposes best practices to follow to avoid not only undue FTC scrutiny but also adverse consumer reaction to this increasingly popular but controversial marketing practice.

Building Brands Online

 This research study provides insight into using online marketing, especially interactive advertising, to build brands.

Digital Darwinism

This research study identifies the imperatives for players in the e-business value chain – focused on marketing-agency-media.

eMarketing: The Digital Purchase Funnel

The attached study aims to answer the question of exactly when and where purchasers see online advertising, and what implications those discoveries may have on the process of planning and optimizing media.

eMarketing: The Digital Purchase Funnel

The attached study aims to answer the question of exactly when and where purchasers see online advertising, and what implications those discoveries may have on the process of planning and optimizing media.