Marketing management is adopting new ways and methods in the digitalization age. Almost all of the classical mass media channels are transforming while the contribution of digital channels increase day by day. Such a versatile media landscape render several old marketing methods useless and forces agencies to overview their approached especially in budget allocation and channel mix selection processes. This paper tries to convey the reader an innovative way developed by ZenithOptimedia Group, an eminent marketing ROI agency having big Italian companies such as Ferrero as their customers, in the areas of budgeting and media mix selection for advertising. Another modern approach used by Ferrero in brand communication strategies is also provided to support the importance of adapting the unsteady environment. The classical and state of the art ROI calculation techniques are covered by the inclusion of the findings in literature and the methods of ZenithOptimedia once more. The paper sums up the ideas with a case study of Ferrero, trying to visualize the methods and approaches introduced previously in different chapters.
Gestione marketing sta adottando nuovi modi e metodi in età di digitalizzazione. Quasi tutti i classici mezzi di comunicazione stanno trasformando mentre il contributo dei canali digitali aumentano di giorno in giorno. Tale paesaggio versatile multimediale rende diversi metodi di marketing vecchi inutili e constringe le agenzie a cambiare i loro approcci in particolare nell'assegnazione delle risorse e processi di selezione dei canali mix. Questo articolo cerca di trasmettere al lettore un modo innovativo sviluppato da ZenithOptimedia Group, un eminente agenzia ROI di marketing con grandi aziende italiane come Ferrero come i loro clienti, in materia della pianificazione di bilancio e della seleyione dei mezzi di comunicazione per la pubblicità. Un altro approccio moderno utilizzato da Ferrero in strategie di comunicazione del marchio è prevista anche per sostenere l'importanza di adattare l'ambiente instabile. Il classico e lo stato dell'arte delle tecniche di calcolo ROI sono trattati con l'inserimento dei risultati in letteratura e dei metodi di ZenithOptimedia. L'articolo riassume le idee con un case story di Ferrero, cercando di visualizzare i metodi e gli approcci introdotti in precedenza in diversi capitoli.
Evaluation of budgeting, channel mix selection and ROI calculation methodologies in modern market conditions
YILMAZ, TUNC
2011/2012
Abstract
Marketing management is adopting new ways and methods in the digitalization age. Almost all of the classical mass media channels are transforming while the contribution of digital channels increase day by day. Such a versatile media landscape render several old marketing methods useless and forces agencies to overview their approached especially in budget allocation and channel mix selection processes. This paper tries to convey the reader an innovative way developed by ZenithOptimedia Group, an eminent marketing ROI agency having big Italian companies such as Ferrero as their customers, in the areas of budgeting and media mix selection for advertising. Another modern approach used by Ferrero in brand communication strategies is also provided to support the importance of adapting the unsteady environment. The classical and state of the art ROI calculation techniques are covered by the inclusion of the findings in literature and the methods of ZenithOptimedia once more. The paper sums up the ideas with a case study of Ferrero, trying to visualize the methods and approaches introduced previously in different chapters.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/72022