An open examination of AOL's creative strategy is an entry to understanding how communication professionals and brands could strongly benefit from radically rethinking their marcoms philosophy.
Industry estimates suggest that one billion AOL CDs produced by Asian manufacturers have been distributed to mailboxes as well as grocery store displays, cereal boxes and computer packages worldwide, with the peak of activity being in 1999. AOL themselves to say that they have never counted them, which seems surprising since counting the number of mailings and measuring responses is basic good marketing.
Integrated Marketing Learning points
What marcoms discipline has AOL used?
Conventions about advertising
The roots of advertising
The modern advertising industry
Above and below the line
The essence of the problem
Advertising builds the AOL brand?
The clash of disciplines
The AOL communication cocktail
A new model of communications
New thinking on communications
New thinking on media
New thinking on structure
RADAR: a new communications tool
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