How is brand advertising different to direct response advertising?

June 19, 2018By Simon FosterAdvertising Evaluation Training, Advertising Media Training, Direct Marketing Training, DRTV Training, Media Evaluation Training, Media Planning Training, TV Media Planning Training No Comments

Brand advertising techniques are very different to direct response advertising techniques.  Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More

Media ROI Evaluation Techniques

May 30, 2014By Simon FosterAdvertising Evaluation Training, Media Evaluation Training, Media Planning Training

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