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

DRTV Response Rates

January 9, 2015By Simon FosterDRTV Training, Media Buying Training, Media Evaluation Training, Media Planning Training, TV Media Planning Training

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 Phone Response Rates (high to low range as a percentage of total impacts) DRTV Type 1 – Hard Hitters – these DRTV hard hitters, with no-nonsense creative, usually on … 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

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

Does social media drive sales?

January 7, 2014By Simon FosterDigital Media Training, Media Evaluation Training, Media Planning Training, Social Media Training

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 media drives sales.  Yes, there are some isolated examples of success; Dell’s Twitter pages announces some great deals and I’m sure ASOS can whip up a bit of extra … Read More