Museums needn’t be the worthy preserve of the middle classes. It is possible to attract a wider market. It doesn’t rely on changing the product or investing in bigbudget campaigning. The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of arts marketing.
The resultant increase in visitor figures achieved by our new client hints at a trend that could revolutionise the relationship between the general public and its local and national institutions. Ultimately, we would venture that the initial success of this fully integrated pilot campaign could provide a template whose broader application could deliver a profound impact on the attitude of future generations to accessing their history and culture.
Download
Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts
Thursday, August 11, 2011
UniBond Sealant Range
In 2002 UniBond was the biggest brand in sealants, with a 40% share of the £45m market. It had a product portfolio of 43 SKUs, covering every task, formula, colour and price the consumer could desire. UniBond had distribution in all the major DIY multiples, which accounted for 80% of sales.
In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company.
This is the story of how Henkel’s determination to grow uncovered a consumer insight and revealed just how much improvement there could be. This led to a complete overhaul of product, packaging, category management and advertising. Not just for UniBond, but for competitors too.
Download
In 2002 there was no reason to change; it would have been easy for Henkel to sit back and enjoy its success. Fortunately, resting on laurels means nothing to this company.
This is the story of how Henkel’s determination to grow uncovered a consumer insight and revealed just how much improvement there could be. This led to a complete overhaul of product, packaging, category management and advertising. Not just for UniBond, but for competitors too.
Download
Silentnight – My First Bed
This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to stimulate sales through
‘pester power’. Ads in TV and cinema got kids excited in the product, while ads in magazines like Practical Parenting reassured their mums about quality. An interactive web site allowed parents and kids to explore the product together, and thus converted interest into sales.
Download
‘pester power’. Ads in TV and cinema got kids excited in the product, while ads in magazines like Practical Parenting reassured their mums about quality. An interactive web site allowed parents and kids to explore the product together, and thus converted interest into sales.
Download
ScottishPower
Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switch suppliers when someone knocks on the door and offers them a cheap deal.
ScottishPower, traditionally a regional supplier north of the border, faced a strong national competitor, British Gas, and was losing customers. To ensure the future of the company, customer losses needed to be reversed, and customer numbers built up to the point where economies of scale allowed the company to
compete efficiently.
Download
ScottishPower, traditionally a regional supplier north of the border, faced a strong national competitor, British Gas, and was losing customers. To ensure the future of the company, customer losses needed to be reversed, and customer numbers built up to the point where economies of scale allowed the company to
compete efficiently.
Download
Friday, July 8, 2011
Friday, July 1, 2011
Viral Advertising
An odd thing is happening in the advertising world. We are becoming more and more
conscious of numbers: balance sheets, profits, merges, staff sizes, compensation,
costs, cost per points, efficiencies return on investment. At the same time, while we
are preoccupied with measuring all of these things, we are becoming much more
sensitive about creating advertising that "touches" people from the inside out. While
we are, in fact, still not able to measure whether or not we are really touching people
with advertising, we are acting like we can and do. This is turning into a good thing.
Download
conscious of numbers: balance sheets, profits, merges, staff sizes, compensation,
costs, cost per points, efficiencies return on investment. At the same time, while we
are preoccupied with measuring all of these things, we are becoming much more
sensitive about creating advertising that "touches" people from the inside out. While
we are, in fact, still not able to measure whether or not we are really touching people
with advertising, we are acting like we can and do. This is turning into a good thing.
Download
The Second Truth In Advertising
Those of us in advertising (or politics) are concerned with truth - both kinds. There is
the side of truth that the consumer sees, reads or hears in the advertisement itself.
This is the public truth (or sometimes exaggeration) that has been much written
about and self-regulated. It is what we commonly call "truth in advertising." Then
there is the other truth.
Download
the side of truth that the consumer sees, reads or hears in the advertisement itself.
This is the public truth (or sometimes exaggeration) that has been much written
about and self-regulated. It is what we commonly call "truth in advertising." Then
there is the other truth.
Download
Snapshots Of Youth: The Lives Of Late Teens Across The World
These are just some of the findings from Snapshots of Youth, a study conducted by MindShare
Worldwide to investigate the main influences on the behaviour and attitudes of young people
across the world.
Download
Worldwide to investigate the main influences on the behaviour and attitudes of young people
across the world.
Download
The Gender Perspective – In Relation to Children as Consumers
The gender perspective has been rather central in most of the media studies carried out being these
quantitative or qualitative showing among other things that boys watch a little more television
than girls, whereas girls read more than boys.
Download
quantitative or qualitative showing among other things that boys watch a little more television
than girls, whereas girls read more than boys.
Download
The brand response matrix
ADVERTISING IS characterised by poor communication among those who practise it. A survey among
practitioners, on both client and agency sides, showed that each uses different technical jargon. So
misunderstandings arise about policy development and desired ad effects, and decisions are often subjective,
fragmented and opportunistic. Download
practitioners, on both client and agency sides, showed that each uses different technical jargon. So
misunderstandings arise about policy development and desired ad effects, and decisions are often subjective,
fragmented and opportunistic. Download
Wednesday, June 29, 2011
Strategic choices of an advertising agency
A critical issue is how big the size of an agency should be. Size will matter if new
capabilities are to be built, more value-added services are to be provided and cost to the
client is to be reduced. also, the industry is getting concentrated, and unless an agency
figures in the top ten, it is unlikely to make reasonable money. Strategic choices of an advertising agency
capabilities are to be built, more value-added services are to be provided and cost to the
client is to be reduced. also, the industry is getting concentrated, and unless an agency
figures in the top ten, it is unlikely to make reasonable money. Strategic choices of an advertising agency
RECENCY: RELEVANCE, REPETITION AND RESIDUE
Why Creatives Have Trouble With the New Philosophy of Planning RECENCY: RELEVANCE, REPETITION AND RESIDUE
Measuring the Impact of Advertising
Measuring the impact of advertising ... that is what Randy Stone, from Media Marketing
Assessment, and I, Mike Duffy, from Kraft USA, would like to discuss. We will also be discussing
the concept of the advertising 'halo' effect, but that is only part of our story. Measuring the Impact of Advertising
Assessment, and I, Mike Duffy, from Kraft USA, would like to discuss. We will also be discussing
the concept of the advertising 'halo' effect, but that is only part of our story. Measuring the Impact of Advertising
Marketing plan for Procter and Gamble
Procter and Gamble is a global company. It is very famous for light
detergent liquid products in 1980s with three leading LDL brands (Dawn,
Joy, and Ivory). Procter and Gamble had spread over 26 countries with
consumer and industrial products (about 90 brand products). We can
assure that P&G is one of wisest marketing company in the world in 80s. Marketing plan for Procter and Gamble
detergent liquid products in 1980s with three leading LDL brands (Dawn,
Joy, and Ivory). Procter and Gamble had spread over 26 countries with
consumer and industrial products (about 90 brand products). We can
assure that P&G is one of wisest marketing company in the world in 80s. Marketing plan for Procter and Gamble
Increasing Quality Measuring Advertising Effectiveness
A meta-analysis of question framing in conversion studies Increasing Quality Measuring Advertising Effectiveness
Subscribe to:
Comments (Atom)
