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    News

    BCN & Playboy: 360 degree branding – and more!

    PLAYBOY has once more become a tangible brand – consumers can now experience what makes this brand extraordinary in print, on all digital platforms and in real life at events. Part of this cross-linking concept involves some content first being tested out in digital ‘Special Editions’ before being converted to print media – which means that great content never goes to waste. Marketing has now become 360 degrees and is available from a single provider. The acquisition of Playboy.de means that the brand will be marketed completely by BCN (Burda Community Network) from now on.

    BCN & ELLE: Lodenfrey celebrates true style icons together with ELLE

    What does it mean to have a true sense of style? Lodenfrey will show consumers what it takes from 6 March 2019 onwards with a native print and point of sale campaign developed with BCN, a marketer of the Hubert Burda Media Group, and the premium brand ELLE. ELLE will put together a collection of must-haves for spring from 15 top Lodenfrey brands with ‘True style icons’ as the overarching theme. Famous international brands such as Etro, Polo Ralph Lauren, Brunello Cucinelli and Emporio Armani, as well as German brands such as Odeeh, Talbot Runhof and Windsor, are among the labels participating in the campaign.

    Burda study proves the effectiveness of samples

    Samples generate interest, motivate customers to try products and are among the top reasons for making purchases

     

    Whether it’s trying out fragrances, shampoos or make-up, integrating product samples into magazine ads makes the advertisement more effective and encourages customers to make a purchase. That is the conclusion of a new joint study about ad specials* by Burda distributor BCN and Burda’s central research department, Market Media Insights (MMI). For example, fragrance samples increase consumer interest in an advert by 63 %. And that’s not all: For 64 % of those surveyed, samples are also the reason why they finally went on to buy a given cosmetics product.

    Research

    B4P trends
    Best for planning trends

    To complement ‘best for planning’, the GIK releases ‘best for planning trends’ every two months, which contains important information about the latest trends in media use, new products and consumer behaviour. This enables faster identification of the latest developments and allows capabilities to be more quickly realised and utilised. The data is collected via an online questionnaire six to ten times per year. Many of the results appear in the b4p main study.

     

    Best for Tracking (b4t)
    Best for tracking (B4T)

    best for tracking combines two approaches – creative tracking and brand tracking – to produce an informative study. This study enables you to analyse the effectiveness of the campaign itself and quantify the contribution of a range of media platforms to your campaign’s success.

    Best for planning (B4P)

    As the first market media study, best for planning makes it possible to plan ahead for media convergence. Since 2013, b4p has been providing comprehensive analysis of media usage and consumer behaviour. It also serves as a valuable source of data for all brand managers. The study consolidates all important performance data and key indicators, thereby helping to improve the efficiency of media investments.

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