Thursday, June 30, 2011
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
Redefining Media Consultancies
The purpose of a media schedule is to deliver an advertiser’s message as effectively
as possible, to sell product. We would like to do that economically as well and call
that measure of efficiency cost per thousand. Until very recently, we had the means
to primarily measure the fuel efficiency of the schedule, not necessarily its
effectiveness in stimulating sales. As a result, we became overly dependent upon
efficiency as a measure of a media schedule’s worth. Redefining Media Consultancies
as possible, to sell product. We would like to do that economically as well and call
that measure of efficiency cost per thousand. Until very recently, we had the means
to primarily measure the fuel efficiency of the schedule, not necessarily its
effectiveness in stimulating sales. As a result, we became overly dependent upon
efficiency as a measure of a media schedule’s worth. Redefining Media Consultancies
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
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