Many advertisers are returning to Direct Response Television (DRTV). Whilst the goal today is to maximise web response as opposed to phone response, many of the rules of traditional DRTV remain constant. Here’s a summary of how to get the best from Direct Response TV: Remember all DRTV begins with the offer. Whilst issues around … Read More
Year: 2014
I’ll second that B2B emotion
For some critics, B2B advertising is too rational and doesn’t contain enough emotion. If that’s the case in 2014, then something’s changed since McGraw Hill ran this, perhaps one of the most famous B2B ads in the 1960’s. This ad is 100% B2B and yet it is stuffed with emotion. It plays on fears of … Read More
Media ROI Evaluation Techniques
Techniques for tracking advertising and media ROI are often discussed by both advertisers and agencies as they seek to identify and maximise the ROI effect of media budgets. Deciding on which techniques to use can raise a number of issues depending on the data and budgets available for advertising evaluation. Before we get into the techniques themselves … Read More
What is a TVR?
This is a question that many marketers don’t want to ask, especially when they are halfway through the agency’s TV presentation. The trouble is, the agency team have been talking about TVRs for about 20 minutes, the coffee’s gone cold and you daren’t chip in to ask “exactly what is a TVR?” Put very simply … Read More
Does social media drive sales?
The question of sales generation is a growing problem for social media. Despite all the hype, it’s almost impossible to find any conclusive cross-category evidence that social media drives sales. Yes, there are some isolated examples of success; Dell’s Twitter pages announces some great deals and I’m sure ASOS can whip up a bit of extra … Read More