Borland Taps Just Media,Harmonic Communications
The two vendors will be responsible for media planning, buying, measurement and optimization. They will track, measure and optimize direct response and mass media spending for this effort.
"The mandate from the client is to understand from a tracking perspective what advertising is going out the door and how does that correlate or tie to driving qualified leads," said Gina Bianchini, chief marketing officer of Harmonic, San Francisco.
Borland's campaign will run across print and outdoor media, e-mail and banners. Using the two vendors, the Scotts Valley, CA, software company will be able to determine in real time which media channels and creative are working and where best to invest marketing dollars.
Harmonic's Engine for Marketing 2.0 will use unique identification codes to track campaign and marketing variables across disparate media. Magazine ads will include special toll-free numbers and Web addresses for tracking purposes.
Other Harmonic clients include NEC, NetBank and Japanese ad agency Dentsu.