Abstract:

This paper demonstrates how, in an increasingly competitive and cluttered media marketplace, sophisticated audience research can work with and compliment marketing strategy in order to pinpoint targets, minimise wastage and identify growth opportunities. Derived from a Fox Kids UK case study, the findings are captured in three main campaign stages: Planning, Execution and Measurement, and outline how the use of innovative research techniques can provide actionable and accurate findings that form the foundations of a solid partnership with marketing. Successfully understanding and communicating with one's consumer base is the only way to ensure that messages are salient and actionable, resulting in marketing investment well spent.