All CMOs engage in a time-driven bargain: exchanging their time -- the time they've invested in market research, marketing plans, strategy development and advertising -- in return for a few minutes, hours or days of their consumers' time. But how can you know whether consumers are willing to trade their time for yours? To take the time to listen to your pitch, to be "sold"? More important, how much time will they give you to make your pitch? Leveraging the answers to those "how much time"
"...customer magazines can achieve response rates among 18- to 24-year-olds of an impressive 55%, while 61% of ABs aged 55+ read half or more of a customer magazine. ...". Marketers are renowned for their fondness of buzzwords, trends and acronyms - all of which, when introduced, tend to be touted as the panacea to solve all marketing ills, writes Emily Travis, head of publishing at Royal Mail. Customer Relationship Management or CRM is such an example,
Internet to dominate adspend growth in next 12 years
Written by Webmaster
Thursday, 24 January 2008
The internet is set to be the dominant force behind UK adspend growth in the next 12 years, in which time total spend is expected to increase by as much as 37.9%. The Long Term Advertising Expenditure Forecast report, compiled by the World Advertising Research Centre on behalf of the Advertising Association, presents two possible scenarios for UK adspend, a high option and a low option. The low option forecasts an increase of 16.8% over the same period.
"'Save money. Live better' is the poorly punctuated phrase from Wal-Mart that is probably not what tumbles off the lips of those entering the superstore. Meanwhile, Sears' 'Where it begins' isn't distinctive...". After wading through the recent onslaught of holiday ads, I've come to the conclusion that many major businesses do a poor job of communicating their identities by using meaningless phrases in taglines or slogans. I first noticed this when I saw an odd commercial ...
All CMOs engage in a time-driven bargain: exchanging their time -- the time they've invested in market research, marketing plans, strategy development and advertising -- in return for a few minutes, hours or days of their consumers' time. But how can you know whether consumers are willing to trade their time for yours? To take the time to listen to your pitch, to be "sold"? More important, how much time will they give you to make your pitch? Leveraging the answers to those "how much time"
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"...customer magazines can achieve response rates among 18- to 24-year-olds of an impressive 55%, while 61% of ABs aged 55+ read half or more of a customer magazine. ...". Marketers are renowned for their fondness of buzzwords, trends and acronyms - all of which, when introduced, tend to be touted as the panacea to solve all marketing ills, writes Emily Travis, head of publishing at Royal Mail. Customer Relationship Management or CRM is such an example,
The internet is set to be the dominant force behind UK adspend growth in the next 12 years, in which time total spend is expected to increase by as much as 37.9%. The Long Term Advertising Expenditure Forecast report, compiled by the World Advertising Research Centre on behalf of the Advertising Association, presents two possible scenarios for UK adspend, a high option and a low option. The low option forecasts an increase of 16.8% over the same period.
"'Save money. Live better' is the poorly punctuated phrase from Wal-Mart that is probably not what tumbles off the lips of those entering the superstore. Meanwhile, Sears' 'Where it begins' isn't distinctive...". After wading through the recent onslaught of holiday ads, I've come to the conclusion that many major businesses do a poor job of communicating their identities by using meaningless phrases in taglines or slogans. I first noticed this when I saw an odd commercial ...
