Advisory Service - Media
Does Media Fragmentation Really Exist?
Does Media Fragmentation Really Exist?
"Don’t worry – I can handle the media..."
A recent survey has shown that over eighty per cent of UK executives fear appearing on the media. If you are in this category, here are a few tips that may help
"Don’t worry – I can handle the media..."
Purina Friskies - A Case Study
This case study explores the strategy behind the launch of Purina Friskies with Milk Essentials™
Purina Friskies - A Case Study
How to Develop a Media Training Program
With the success of public relations-driven companies like Starbucks and growing awareness that PR is a potent marketing tool, many companies are using media training to strengthen their communication capabilities.
How to Develop a Media Training Program
It's All In the Timing
Every marketer knows that where you run your ads is a vitally important media decision—but new research indicates that when you run them may be critical, too.
It's All In the Timing
Give Away Giveaways
Before you're persuaded to proceed with your next order of company merchandise, consider these points.
Give Away Giveaways
Nothing Propels Like TV
If the median age of the population is going up, why isn't the pace of life slowing down?
Nothing Propels Like TV
Using the Media to Your Advantage
Lights...camera...ACTION - using the media should be fun.
Using the Media to Your Advantage
Understanding Integrated Media
The less direct media interactions also have relevance now and in the future via the much talked
about concept of media-neutral-integrated-marketing-communications.
Understanding Integrated Media
Quantifying Word of Mouth
Referral value has a much higher correlation to company performance and results than traditionally defined "customer satisfaction.
Quantifying Word of Mouth
Do you know which of your TV ads work? And why?
Unfortunately, most advertisers make no real effort to understand what works and why.
Do you know which of your TV ads work? And why?
DRTV Finally Gets Some Respect
From fringe marketing huckster to mainstream brands, the direct response TV industry finally has gotten some respect.
DRTV Finally Gets Some Respect
Direct Response Versus Awareness Advertising: Which Way Should You Go?
With traditional advertising, you may have to run your ads for a few years before you know whether you want to fire your ad agency... a direct response agency knows it will get fired in about 60 days.
Direct Response Versus Awareness Advertising: Which Way Should You Go?
Finding major donors by mail
If you want to build a successful major donor program, you can't take short-cuts.
Finding major donors by mail
Direct role need not trail behind in integration
Through a continual quest to improve targeting, direct marketing has become the first marketing discipline to truly straddle all media.
Direct role need not trail behind in integration
Bonita Quest
Does fresh produce stack up alongside the likes of instant coffee or herbs and spices as an FMCG category contender?
Bonita Quest
The More Marketing Changes, the More it Stays the Same
You could nearly be forgiven for thinking that you can continue to approach marketing the same way you've done for the last 10 years - wrong!
The More Marketing Changes, the More it Stays the Same
Radio as a Lead Generator: The Best-Kept Secret in Marketing
Larry looks at how you can lift the response rates from your radio commercials.
Radio as a Lead Generator: The Best-Kept Secret in Marketing
Billboard design rules that the pros sometimes forget
This article covers the basic rules of billboard advertising.
Billboard design rules that the pros sometimes forget
Designing direct mail pieces that get opened
With each direct mail effort, ensure you can answer the question, "How do I get the consumer whom I'm communicating with to open the mail and be moved to respond?"
Designing direct mail pieces that get opened
Multi-Channel Marketing
Why are so many retailers, catalogers, and even brand marketers interested in multi-channel marketing?
Multi-Channel Marketing
TV advertising doesn't work for mature package goods
ROI is generally stronger for magazines and radio than TV because marketers spend less on those media.
TV advertising doesn't work for mature package goods
Letterbox or Moneybox?
Unaddressed Letterbox Advertising - poor cousin or a powerful media channel in its own right?
Letterbox or Moneybox?
Exploring the Media Mind
New survey reveals the evolving attitudes of advertisers and agencies to direct marketing and other media
Exploring the Media Mind
Are mobile phones the only true one-to-one marketing tool?
Lisa believes the mobile phone is more than just another marketing channel.
Are mobile phones the only true one-to-one marketing tool?
The truth, the whole truth and nothing but the (undistorted) truth
An exploration of the power of word-of-mouth marketing.
The truth, the whole truth and nothing but the (undistorted) truth
Viral Marketing - Child's play!
To understand today's word of mouth marketing, we need to become children again - think Shrek!
Viral Marketing - Child's play!
Assessing the effects of changes in ad spending
The economy is in a slump and budgets need to be tightened. What should managers do about advertising? Proceed with caution and decrease the amount of money spent on media coverage or oppose the economic mood and increase their advertising expenditures?
Assessing the effects of changes in ad spending
Word-of-mouth marketing
It has been said that consumers today place more weight on the word-of-mouth insights of their more influential neighbors than on what they hear on TV or read in the newspaper. Can they be targeted with a marketing campaign?
Word-of-mouth marketing
Ideas for Producing Envelopes with IMPACT!
Ten ways Candida Stationery has learned how to improve response... starting with your envelope.
Ideas for Producing Envelopes with IMPACT!
Deploying the Most Powerful Weapons in the Multichannel Arsenal
Combine direct mail, the web, and email, and right away you can blow traditional response rates out of the water. Oh yeah? Yeah! An 86% response proves it.
Deploying the Most Powerful Weapons in the Multichannel Arsenal
What About the Cat Food?
How does design affect our daily purchasing decisions and routines? And how is it tied to multichannel marketing?
What About the Cat Food?
Multichannel Marketing - The Choice Has Been Made
If you're still deciding whether a multichannel approach is right for your company, the customer has already made that choice for you, and the answer is yes!
Multichannel Marketing - The Choice Has Been Made
Re-Thinking Direct Mail for the 21st Century
Mal shares with you his take on the six current trends that have the greatest potential to shape the future of direct mail fundraising.
Re-Thinking Direct Mail for the 21st Century
Six new challenges in direct mail fundraising
Mal shares with you his take on the six current trends that have the greatest potential to shape the future of direct mail fundraising.
Six new challenges in direct mail fundraising
Fifteen things you can put on the back of an envelope
If you are a company that's getting ready to do some direct mail, you've got to work hard to generate interest and curiosity. That's why God created teaser copy.
Fifteen things you can put on the back of an envelope
Finger on the button
A look at how the media recession and digital revolution could see the tables turned with Broadcast media owners now being interested in direct marketers
Finger on the button
Mail bonding
Third-party mailshots are a highly cost-effective marketing tool. But marketers need to be fully aware of a number of pitfalls, such as conflicts of interest and escalating costs.
Mail bonding
Consumers "WAY OFF THE MARK" in direct mail reality check
UK study on the difference between perception and reality that consumers have on the number of direct mail items they receive per week
Consumers "WAY OFF THE MARK" in direct mail reality check
Interactive TV - An Approach Paper
This document looks at the key business drivers of iTV
Interactive TV - An Approach Paper
Viral Marketing through Direct Mail
Alan shares his thoughts on 'Cluster Bombs' and 'Static Clings'
Viral Marketing through Direct Mail
UK Lingerie Maker Outstrips Expectations
TV and SMS combined to create a very effective lead generation tool
UK Lingerie Maker Outstrips Expectations
Who's a clever envelope, then?
Get the envelope right first thing and avoid pitfalls later on
Who's a clever envelope, then?
Interactive TV advertising: A Marketers Guide (executive summary)
A UK perspective on what strategies and tactics will work in iTV advertising
Interactive TV advertising: A Marketers Guide (executive summary)
Direct Mail usage not at risk from web-based Marketing, survey finds
Research from Direct Mail Information Service in the UK...
Direct Mail usage not at risk from web-based Marketing, survey finds
Do Your Envelopes Have that Personal Touch?
Make your envelope worth opening!
Do Your Envelopes Have that Personal Touch?
DM and the Corporate Event
Planning a big event for your organisation? How to ensure it's plain sailing all the way to the big day.
DM and the Corporate Event
Why Marketers Like DRTV Spots over half-hour infomercials
The title says it all!
Why Marketers Like DRTV Spots over half-hour infomercials
Which Marketing Tactic is the Most Annoying?
Door-to-door salespeople, direct mail, TV commercials, magazine advertisements, radio commercials, telemarketers... which one yours?
Which Marketing Tactic is the Most Annoying?
How To Waste Money on Direct Mail
After seeing these examples you'll have a better idea of how to make the most of what you have - and call in help where necessary
How To Waste Money on Direct Mail
Secrets of Powerful Fulfilment Mailings
Don't do a great initial mailing if the followup isn't great too
Secrets of Powerful Fulfilment Mailings
All about Letterbox Advertising
Here is your chance to find out all about setting up a Letterbox campaign and some useful tips and things to consider to make your campaign a success
All about Letterbox Advertising
How To Make Big Profits from Small Mailings
When you don't have to worry so much about per-package costs, creativity takes over!
How To Make Big Profits from Small Mailings
72 Rules of Direct Response TV: guidelines for creating TV that sells
Keys to success from an experienced DRTV pro - covers everything from formulating an offer to post-production
72 Rules of Direct Response TV: guidelines for creating TV that sells
Direct Response Television
Drayton comments on DRTV and what makes it work
Direct Response Television
Boxes I Have Mailed, Received and Admired
Tips and suggestions when using boxes in your direct mail campaigns
Boxes I Have Mailed, Received and Admired
Digital future beckons "traditional" media
DLB asks representatives from magazine, newspaper, television and radio for their views on the age of personalised 'mass' marketing. Clearly the future is digital. Here's what they say...
Digital future beckons "traditional" media
What the hell is DM anyway?
Challenge your own preconceptions of what consititutes DM in a media-rich environment
What the hell is DM anyway?
DM in a Downturn
Did you know that direct marketing usually prospers in a downturn?
DM in a Downturn
Interactive TV Presentation Notes
Notes from her DMA Luncheon presentations in August
Interactive TV Presentation Notes
7 Mistakes in Direct Mail
7 extremely useful tips for improving your direct mail
7 Mistakes in Direct Mail
How the Addressability Function of Interactive TV will Impact Direct and Interactive Marketing
How iTV is predicted to impact the direct and interactive industry
How the Addressability Function of Interactive TV will Impact Direct and Interactive Marketing
iTV. The Next Big Thing for Direct Marketers?
What to expect, how big it could get and what we can learn from overseas.
iTV. The Next Big Thing for Direct Marketers?