16 June 2018
Introduction This article outlines the case for considering Permission as the 8th P in the marketing mix. It is slightly lighthearted as I wouldn’t presume myself […]
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22 April 2018
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 […]
18 April 2018
The sales funnel is one of the most powerful conceptual tools in marketing. It gives marketers the ability to contextualise how consumers move from being unaware […]
13 February 2018
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 […]
29 January 2018
As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But […]
15 February 2017
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 […]
9 January 2015
We’re often asked to forecast or estimate campaign response rates, especially in DRTV. Here are some guidelines for those who want them: Set 1 – DRTV […]
30 May 2014
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 […]
5 February 2014
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 […]
7 January 2014
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 […]