Patti Summerfield

Contact Patti by sending an email to psummerfield@brunico.com

Articles by Patti Summerfield
News

The death of demographics

Marketers have moved way beyond age and gender, so why is research still gathered using the traditional demos?

News

The death of demographics

Marketers have moved way beyond age and gender, so why is research still gathered using the traditional demos?

News

The death of demographics

Marketers have moved way beyond age and gender, so why is research still gathered using the traditional demos?

News

Nielsen Single Source or Unity?

Nielsen Single Source or Unity Project data?

News

Nielsen Single Source or Unity?

Nielsen Single Source or Unity Project data?

News

Prompt payment discounts disappear

Prompt payment discounts – those 2% rate breaks once offered by media sellers – will soon be just a distant memory as the last stalwarts of the practice pull the plug at the end of this year. The Globe and Mail and the Toronto Star have served notice to media buyers and advertisers that this incentive will not be on their rate cards in 2004.

News

Market Meter

Conventional broadcast TV

News

Meet the CCP

Media management agencies had barely got their collective heads around the last hot planning trend – media-neutral planning – when they realized that alone wasn’t the solution for dealing with massive fragmentation.

News

Starcom restructures

Starcom Worldwide of Toronto has restructured into a more traditional model with ‘fuel teams’ built around a roster of clients, bringing planners and buyers back together again.

News

Financial spend on the mend

With Nortel stock actually rising and mutual fund ads no longer eliciting bitter laughter, the financial services ad spend is showing early, cautious signs that it may return. However, at the same time, there is a larger trend that’s seeing both fund companies and banks spend more on newspaper, database and direct and less on TV.

News

Media suppliers cosy up to clients

Convergence’s new interface is one-stop marketing and media ops

News

EDI spreading one company at a time

For several years, media planners and buyers have lamented that electronic data interchange (EDI) is the only way they’ll be free from the mounds of paper generated by the process – particularly when it comes to television buying. But now that the technology is within their grasp, agencies are only adopting it one by one.

News

Research updates

The CMDC’s Unity Project closes in on data integration

News

Market Meter

Conventional broadcast TV

News

A cheaper way to build brands

Study finds adding radio to the mix can grow sales by 30%