How is brand advertising different to direct response advertising?

June 19, 2018By Simon FosterAdvertising Evaluation, Direct Marketing Training, DRTV Training, Media Evaluation, Media Planning, TV Media Planning Training No Comments

Brand advertising techniques are very different to direct response advertising techniques.  Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More

What is a TVR?

February 5, 2014By Simon FosterMedia Buying, Media Planning, TV Media Planning Training

This is a question that many marketers don’t want to ask, especially when they are halfway through the agency’s TV presentation. The trouble is, the agency team have been talking about TVRs for about 20 minutes, the coffee’s gone cold and you daren’t chip in to ask “exactly what is a TVR?” Put very simply … Read More