Media channels are various media a marketer or a company uses to promote, sell and distribute its products or services. With so many choices available, deciding which channels to use and for what purposes can be challenging. This research and case study library contains key research that addresses the strengths of each media channel, how those channels can rise above the noise to provide a lift, the kinds of audiences each channel can research, as well as the value of using multiple media types in a marketing campaign.

Media Channels and Case Study Library

Datesort descending Title Document Source Publication Marketing Channel
9/2011 The Repetition-Break Plot Structure Makes Effective Television Advertisements Research Journal of Marketing TV / Radio
9/2011 Use Interactive Marketing Dashboards To Improve Decision-Making Research Forrester Digital / Social Media
9/2011 Marketing Essentials: Strategic Alternatives on How to Leverage Consumer Apps to Extend Brand Impact Research Gartner Digital / Social Media
9/2011 Role and Responsibilities of the Marketing Operations Director Research Gartner Digital / Social Media
9/2011 Direct-Response Bookselling: How it Died, Why it is Alive Again, and Why it will Become Even More Important in the Future Research Publishing Research Quarterly Direct Mail
9/2011 Shopper Marketing Breaks Out Of The Store Research Forrester Digital / Social Media
9/2011 Unveiling videos: Consumer-generated ads as qualitative inquiry Research Psychology & Marketing Digital / Social Media
9/2011 Market Trends: Social Media and Gamification Developments in Television Broadcasting Research Gartner Digital / Social Media, TV / Radio
9/2011 Use Social Intelligence To Improve Email Marketing Success Research Forrester Digital / Social Media
10/2011 Traditional Paid Media Must Fuel Earned Media Efforts Research Forrester Digital / Social Media
10/2011 Forecasting television ratings Research International Journal of Forecasting TV / Radio
10/2011 Going Mobile?: Smartphone marketing efforts just make sense Research Marketing Health Services Mobile
10/2011 Marketing Essentials: New Digital Options for Qualitative Consumer Insight Research Gartner Digital / Social Media
10/2011 Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands Research Industrial Marketing Management Digital / Social Media
10/2011 Digital marketing strategies that Millennials find appealing, motivating, or just annoying Research Journal of Strategic Marketing Digital / Social Media
10/2011 Consumer profiles in reality vs fantasy-based virtual worlds: implications for brand entry Research Journal of Research in Interactive Marketing Emerging Channels
11/2011 How Personal Identity Management Will Change Social Marketing Relationships Research Forrester Digital / Social Media
11/2011 Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards Research Forrester Digital / Social Media
11/2011 Marketing Essentials: 10 Ways to Raise Awareness Research Gartner Digital / Social Media
11/2011 When To Hire A Social Media Boutique Agency Research Forrester Digital / Social Media
11/2011 Context effects of TV programme-induced interactivity and telepresence on advertising responses Research International Journal of Advertising TV / Radio
11/2011 Competing for consumer memory in television advertising Research International Journal of Advertising TV / Radio
11/2011 Marketing Essentials: Four Ways to Strengthen IT-Based Quantitative Consumer Research Using the Internet and Mobile Devices Research Gartner Mobile
11/2011 Competitive Landscape: Location-Based Advertising and Marketing Research Gartner Digital / Social Media, Mobile
12/2011 Marketing Essentials: Optimize Your Campaign to Go Viral Research Gartner Digital / Social Media

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