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

How is multivariate data analysis used in marketing?

May 9, 2012By Simon FosterCustomer Analytics, Direct Marketing Training

‘Multivariate’ means ‘many variables’ and in the context of marketing it usually means analysing multiple variables from customer records to get a deeper understanding of the customer base. This increased understanding of customer behaviour permits the development of customised offers, relevant creative messaging and more accurate media targeting – particularly with techniques like email and … Read More