1 December 2008Published by Simon Foster on 1 December 2008Categories Advertising Evaluation Media Evaluation Media PlanningAdvertising Frequency and Diminishing Marginal UtilityEconomists have a concept called Diminishing Marginal Utility. This means that each additional time a consumer consumes something they get less satisfaction from consuming it. So, […]
27 September 2008Published by Simon Foster on 27 September 2008Categories Advertising Evaluation Media EvaluationDairy Milk gets the gorilla, but Galaxy gets the growthSo, Dairy Milk with its Drumming Gorilla TV ad campaign has posted a sluggish 2% market share growth whilst ‘run of the mill’ Galaxy has romped […]