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Often in this feature we have written about changes in media usage. As TelevisionWeek changes from a print publication into a Web-only existence, it seems fitting to wrap up this print column with a discussion of change, and how to maximize your TV advertising dollar by embracing the concept of change...
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One of the most powerful ways marketers can create impact in the marketplace is to reconfigure their offerings in a way that breaks with conventional category paradigms. When that reconfiguration provides consumers with more or better options than were previously expected in the category, the new offering...
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One of the most crucial aspects of media planning is the understanding of target audience. Sometimes planners will embark upon the quest to understand their brand’s target audience by procuring heaps of statistical information and drawing conclusions from the data obtained. The reality is that target...
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The power of an effectively produced and well-placed television commercial has been well documented in these pages. TV is an amazing advertising tool, and it remains the best “pull” media to date. But today there is a need to “push” your TV-like message to a mobile consumer base. While texting is popular...
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For regional and local business owners who use television as their lead medium, now may be a good time to discuss the actual look of television creative. The creative issue often gets by business owners, who seem to spend more time concerned with cost per points and audience delivery. In a recession...
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Some experts are forecasting that consumers will become even more reluctant to make purchases, in the increasingly challenging economic times ahead, than they are now. Given that bleak outlook, how can media professionals help their clients break through and create impact with consumers? The most relevant...
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As TV becomes truly ubiquitous and we have “TV 360” with us 24/7, it’s time we begin to think about developing mobile TV to generate client sales results. The television industry might finally be ready to divert the billions of dollars that are still being spent on direct-mail and directory-based media...
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Google said it has begun including time-shifted viewership data in reports for its Google TV Ads clients. The data is being generated to provide advertisers “with insight into how and when viewers see your ads during DVR playback of recorded content,” the company said. “As with all metrics in your Google...
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As businesses of all sorts scramble for profitability and new revenue during bleak economic conditions, clients likely will re-evaluate their current agency relationships, creating new opportunities for many in the advertising business. If you’re a planner and are fortunate enough to have new-business...
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From the looks of things, you’re going to need all of your experience, tools and a few extra tips to come out ahead this year. With annual sales down 20% or more in many retail categories, marketers who know how to grow sales and market share in a down-tracking market will be the rock stars of 2009....
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Media plans are often among the casualties of fear and belt-tightening during tough economic times. One of the first things many marketers do is cut back on their marketing programs. There has been plenty of news over the past few weeks about marketers who have done exactly that. Advertising Age recently...
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This week, as most of us prepare to dive into the holiday season, we relish the opportunity to disengage from the constant deluge of media madness and recharge our energy by reconnecting with family, friends and community. There’s genuine value to be gained by tapping into local community environments...
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A number of recent conversations have reminded me how important it is for planners to be sensitive to change that occurs in the world of media, using new circumstances to help plans reap benefits for their clients. As a way to provide context for innovative thinking, consider the perspective of two books...