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Media Intelligence : July 2007
integrated way through the communication channels available on the internet. Advertisers must now try to reach their consumers by getting involved in their interests, speaking to them directly, in uencing them through blogs, and engaging their interest via advergaming. This also translates through to mobile technology whereby information can be broadcast via 3G mobile networks and where advertisers also have to look at developing campaigns that are adaptable to the small screen. The opportunities are endless, making the job of today s media planner intricately layered and highly complex. The new world has highlighted a new dynamic between the client and the media buyer/planner as both attempt to grasp the rapidly expanding opportunities and mediums. National marketing manager for Lion Nathan Paul Foster says it is generally a very exciting time in the marketing and communications game at the moment. "All these opportunities are opening up -- there is a lot of power in the new mediums and in the manner in which you can engage with your consumer, and there are a lot more options for doing this," he says. "The media buyers and the below-and- above-the-line agencies have become a lot more collaborative, as it is really a Brave New World out there -- it is like the Wild West. Everything is so new. There is less expertise and more of the unknown because we are working with new areas, so we are approaching things much more collaboratively." Foster says Lion Nathan continually conducts studies looking at what he calls touch points that their target consumers interact with. They then determine from these studies which ones have the greatest influence and create programs around this insight. 24 MediaTitles The media landscape The media buyers and the below-and above-the-line agencies have become a lot more collaborative, as it is really a Brave New World out there -- it is like the Wild West." -- Paul Foster " Paul Foster, National Marketing Manager, Lion Nathan
2009 - 2010