Think TV is dying? You’re forgetting about the ‘Knopfler Effect’
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
Radiocentre and ebiquity’s new report forensically lays bare marketers’ perceptions about which channels perform best, and the extent to which they are divorced from reality.
As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
Those who highlight what digital media you could buy for the same price as a Super Bowl ad miss the point – they offer unrivalled effectiveness among the largest of audiences.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.