{"id":21908,"date":"2019-06-14T07:55:29","date_gmt":"2019-06-14T06:55:29","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/australia\/?p=21908"},"modified":"2021-11-24T11:07:17","modified_gmt":"2021-11-24T11:07:17","slug":"mumbrella-360-how-media-works","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/australia\/mumbrella-360-how-media-works\/","title":{"rendered":"Mumbrella 360: ‘How Media Works’"},"content":{"rendered":"

Mumbrella 360: \u2018How Media Works\u2019<\/strong><\/h1>\n

 <\/p>\n

Sydney | 13 June 2019<\/strong> \u2013<\/p>\n

\"\"<\/a><\/p>\n

Last week, Stuart Bailey presented a session on \u2018How Media Works\u2019 at Mumbrella 360.<\/p>\n

\u2018How Media Works\u2019 is a book – written by leading academic Professor, Karen Nelson-Field, in partnership with PHD – on how to maximise media, focusing on aggregated and scientifically tested patterns through a collection of evidence-based knowledge. It aims to provide a meaningful guide for advertising practitioners, demonstrating the importance of the media buy in a world where creative is considered King.<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

Nelson-Field joined the conversation too, via video, addressing three key take-outs from the book:<\/p>\n

    \n
  1. Heavy buyers typically respond to short term activation campaigns<\/li>\n
  2. Overt branding only positively impacts sales<\/li>\n
  3. The concept of free reach via viral is a made-up concept by those who stand to gain from its existence<\/li>\n<\/ol>\n

     <\/p>\n

    \"\"<\/a><\/p>\n

     <\/p>\n

    While Bailey addressed the challenges in the digital age – including the addiction to short-termism and an over-reliance on efficiency over effectiveness – he left the audience with five key points on what marketers should do now:<\/p>\n

      \n
    1. We are marketing in a digital age; rigour is rigour, whatever the channel<\/li>\n
    2. This means Measurement is for life and not just for Christmas sales. Continue to move from diagnostic to causal metrics, using scientifically sound and replicable methods<\/li>\n
    3. When using advanced targeting options ensure these align with key planning principles<\/li>\n
    4. Tech and data are only as good as the people using them; make sure they line up with your unique requirements, resources and roadmap<\/li>\n
    5. Don\u2019t let technology define your marketing, use it to enable great work<\/li>\n<\/ol>\n

      \"\"<\/a><\/p>\n

      \"\"<\/a><\/p>\n

      Mark Coad then led a panel session with leading marketers from H&R Block, Unilever and Volkswagen Group, exploring the implications presented by \u2018How Media Works\u2019 on the practice of marketing and media communications.<\/p>\n

       <\/p>\n","protected":false},"excerpt":{"rendered":"

      Mumbrella 360: \u2018How Media Works\u2019   Sydney | 13 June 2019 \u2013 Last week, Stuart Bailey presented a session on \u2018How Media Works\u2019 at Mumbrella 360. \u2018How Media Works\u2019 is a book – written by leading academic Professor, Karen Nelson-Field, in partnership with PHD – on how to maximise media, focusing on aggregated and scientifically […]<\/p>\n","protected":false},"author":31,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[489,495,499],"tags":[1647,1648,693,657,1646,658,627,1649],"class_list":["post-21908","post","type-post","status-publish","format-standard","hentry","category-all-news","category-our-views","category-people-global","tag-how-media-works","tag-karen-nelson-field","tag-mark-coad","tag-mumbrella","tag-mumbrella360","tag-phd-australia","tag-phd-media","tag-stuart-bailey"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/posts\/21908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/comments?post=21908"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/posts\/21908\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/media?parent=21908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/categories?post=21908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/australia\/wp-json\/wp\/v2\/tags?post=21908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}