TV Media Planning Terms – calculating media reach and frequency using TVRs

April 22, 2018By Simon FosterMedia Buying, Media Planning, TV Media Planning Training No Comments

When media planners develop TV campaign plans they are often optimising the relationship between three sets of numbers: TVRs (or GRPs, or TRPs) – TVRs or TV rating points are a way of sizing target audiences across both demographics and geography. 1 TVR is 1% of a target audience universe as defined by both demographic and … Read More

Understanding brand awareness, consideration and preference

February 13, 2018By Simon FosterAdvertising Evaluation, Marketing Training, Media Planning No Comments

Brand awareness is vitally important in the marketing process. As consumers need to be aware of a product and brand to purchase it, then the more consumers who are aware, the more purchases take place. This hierarchical approach, begins with awareness and moves through consideration and preference to purchase. This hierarchical path is sometimes called … Read More

Advertising Response Rates by Channel

February 15, 2017By Simon FosterAdvertising Evaluation, Direct Mail, Direct Marketing Training, Media Planning No Comments

Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion rates of each channel you are using, you can forecast the ROI of your planned activity – before you spend any budget. This helps to de-risk your marketing activity … Read More

What will Brexit mean for Marketers?

January 29, 2017By Simon FosterGeneral No Comments

Whilst there may be a lot of general uncertainty around Brexit, particularly in the medium term there are some effects that can be forecast with considerable accuracy right now. By far away the biggest short term effects of Brexit will be those caused by currency changes. Since June 2016 we have seen the pound fall … Read More

2017 UK Marketing Predictions

December 21, 2016By Simon FosterGeneral No Comments

Always fun to gaze into the year ahead.  Here are my predictions for 2017: Mobile web use will be an increasing problem for Google: Mobile is now the dominant web use platform. In 2010 over 95% of web activity was delivered via PC, now it’s half that. As of this October, mobile had the edge … Read More

Examples of brilliant Direct Mail

December 2, 2016By Simon FosterDirect Mail

Been digging around for examples of outstanding direct mail. If you’re tired of running emails and banners ads, and you’re looking to make a real creative and intelligent impact, you might want to consider something like this, especially if you have a discrete high value segment and want to get seriously noticed. The Australian Defence … Read More

How to get the best from DRTV

November 30, 2014By Simon FosterDRTV Training, TV Media Planning Training

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

I’ll second that B2B emotion

September 12, 2014By Simon FosterB2B Marketing, Marketing Training

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

What is a TVR?

February 5, 2014By Simon FosterMedia Buying, Media Planning, TV Media Planning Training

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

Would you give your agency this brief?

June 10, 2013By Simon FosterWays of Working

                      A few aspects of this brief make it both remarkable and very interesting reading: Mick sends Andy “2 boxes of material which you can use, and the record”. In other words some pictures and the product. Mick adds “I leave it in your capable … Read More

What is programmatic advertising?

March 23, 2013By Simon FosterDigital Media, Media Buying, Media Planning

If you are an advertiser you may have heard the expressions “programmatic buying”, “real time bidding” and “ad exchanges”. You may be wondering what all this is and what it means for advertisers, if you are then read on… “Programmatic” advertising, is effectively automated online media buying – often at large scale and at very … Read More

Advertising and Media Planning Books

March 13, 2013By Simon FosterMarketing Training, Media Planning, Media Planning Books

Here’s a selection of must-read selection of adverting media planning and buying books for those working in advertising and communications strategy. If you click the link you can find the book on Amazon. The Communications Challenge: A practical guide to media neutral planning A practical guide to communications planning. Becoming quite collectable. Even I’m in … Read More

Facebook ‘likes’ don’t increase brand preference or sales

May 9, 2012By Simon FosterAdvertising Evaluation, Digital Media, Media Planning, Social Media

Here’s an iron for the fire: “Facebook ‘likes’ do not cause increased brand preference or increased sales so marketing campaigns designed to increase the number of ‘likes’ are unlikely to increase brand preference or sales.” I was moved to develop and explore this hypothesis after reading an article on the real cost of brand building … Read More