You probably know there are two dimensions in buying media: reach (% of your audience who see your ad) and frequency (number of times they see it). With a limited budget, there’s a trade-off. You can buy one spot on Australian Idol (high reach) or for the same money you can buy ten spots on […]
Recently spoke to the head of one of the big WA wineries about their marketing. Like most wineries they spend all their money on trade advertising; personal selling into restaurants and bottle shops, talking up their quality and offering cut-price deals.
This is fine when you have the leading brand but long term it’s a […]
Normally in an agency it works like this. You (the client) brief an account executive who “learns” your business and interprets your brief. He/she then briefs a creative person who will write the ad. You might ask, “why can’t I just deal with the creative person?” Good question. Agencies like to shield the creative from […]
Talking to a prospective client the other day about their Yellow Pages advertising which has cost them a packet but is not working for them very well.
They are a catering business. This is a category crying out for an integrated yellow pages and web strategy; a Yeb page. (I know you’d want to know that […]
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