Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
By Mark Ritson
New research from the IPA and ISBA shows marketers are focusing on short-term tactics over long-term strategy, which is impacting efforts to improve marketing effectiveness.
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.
Too many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.
If you have had success with a campaign it is tempting to over-analyse and post-rationalise. Don’t. Just move on and get some perspective.
Making a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
There is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
The £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.