International Marketing Channels

249

its introduction of the Duck (AFLAC) campaign. With the

introduction of this new creative concept, the company
growth rate soared from 12% prior to the campaign to 28%
following it.
Marketing Execution - By improving how marketers go to
market, they can achieve significantly greater results without
changing their strategy or their creative execution. At the
marketing mix level, marketers can improve their execution
by making small changes in any or all of the 4-Ps (Product,
Price, Place and Promotion) (Marketing) without making
changes to the strategic position or the creative execution
marketers can improve their effectiveness and deliver
increased revenue.
At the programme level marketers can improve their
effectiveness by managing and executing each of their
marketing campaigns better. It's commonly known that
consistency of a Marketing Creative strategy across various
media (e.g. TV, Radio, Print and Online), not just within each
individual media message, can amplify and enhance impact
of the overall marketing campaign effort.
Additional examples would be improving direct mail through a
better call-to-action or editing web site content to improve its
organic search results, marketers can improve their
marketing effectiveness for each type of programme. A
growing area of interest within (Marketing Strategy) and
Execution are the more recent interaction dynamics of
traditional marketing (e.g. TV or Events) with online
consumer activity (e.g. Social Media). Not only direct product
experience, but also any stimulus provided by traditional
marketing, can become a catalyst for a consumer brand
"groundswell" online.
Marketing Inf rastructure (also known as Marketing
Management) - Improving the business of marketing can lead
to significant gains for the company. Management of agencies,
budgeting, motivation and coordination of marketing
activities can lead to improved competitiveness and improved
results. The overall accountability for brand leadership and
business results is often reflected in an organization under a
title within a (Brand management) del, rtrnent.
Exogenous Factors - Generally mil
of of marketers
external or exogenous fact, a' . ,
how marketers
can improve their n. ci
I
of seasonality,