Let’s take a closer look at why brand fame is such an important part of building brands In this POV originally written for mSix & Partners, I explore brand fame; what it is, what it delivers and how to build it. We are assisted by insight from some of advertising’s leading thinkers; Paul Feldwick, Sir … Read More
Byron Sharp
Six pioneers of marketing effectiveness past and present
I recently wrote this piece for an m/SIX newsletter – it summarises the contribution of six people to the development of marketing effectiveness. SIX pioneers of marketing effectiveness past and present 1. Claude Hopkins, the copywriter who earned $2.7m per year selling Bissell vacuum cleaners We all talk about market effectiveness and marketing science, but … Read More
How do TVRs build media reach and frequency?
As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But is a TVR any more than that? Well, yes it is. A TVR is an important factor in calculating how media activity builds reach and frequency. Reach is the … Read More