Monday July 21st 2008 Such a shame that for so many, the concept of marketing effectiveness is "tacked-on" as a begrudged after thought once the campaign is complete. The best marketing effectiveness processes that we have identified, build in market research as an integral element, not only of campaign development but also as a feed back loop in the campaign execution. << MORE >>

Friday July 18th 2008

Advertising that features the brand's consumers experiencing/using/enjoying the brand, invariably sells a lot more stuff than explanatory/benefits listing/product based/impersonal etc. propositions. ...<< MORE >>

Thursday July 17th 2008

Marketing, Advertising & Media Tests work. Don't let anyone persuade you otherwise ...<< MORE >>

If it's big changes you want from your advertising budget, then buy big sized ads. But if you want optimum cost effectiveness and optimum returns, then buy small sized ads. You need both.<< MORE >>

The practice of media buying is restricted to benchmarking relative cost efficiency versus competitive sets and paying no attention to the absolute cost effectiveness for the marketer of delivering those audiences. << MORE >>

Monday July 14th 2008

Advertising is the best most cost effective tool available to marketers in expanding markets, far more so than in static or declining markets

An unambiguous conclusion reached from my work not only in established markets but also in expanding markets, is that advertising is more effective in attracting non customers to buy for the first time, than it is in getting existing customers to buy again. But never overlook the value of advertising in justifying those higher prices and better margins in established markets; (#8 of our "25 Things.." refers)

When marketers launch a completely new brand or new proposition, they have ...<< MORE >>

The internet has blasted several marketing "truths" out of the water and caused economists to review the relevance of the law of diminishing returns. And there may well be further significant changes to come<< MORE >>

The best advertising campaigns generate high levels of customer satisfaction from creating/building brands that consumers buy at higher prices. There is every reason to feel pround, not ashamed<< MORE >>

Run your advertsing and sales promotions AT THE SAME TIME and get higher returns than running them separaetely & sequentially<< MORE >>

Advertising targeted to young people consistenly delivers better and faster results and a far more cost effective return than trying to pursude their older counterparts to respond<< MORE >>