“You can’t spend wisely unless you understand marketing’s full impact.”
(Court, et al., 2012)
BARB is a useful tool for planners as it records “a vast range of programme and spot advertising performance data” (Thinkbox, 2015)This is everything from dayparts to programme information; from reach to channel share viewing. It can even identify “a dog owning Geordie” (Thinkbox, 2015). Continue reading
Although there are arguments for both continuous and flighting media planning, the overall winner appears to be continuous. According to Newstead, Taylor, Kennedy, and Sharp (2009) overall “continuity schedule is generally the most appropriate advertising strategy”. Continue reading
“Media planners must carefully monitor reach and frequency levels to ensure that a campaign receives sufficient exposure without becoming an irritant.”
(WARC, 2017) Continue reading
“The more you know about your consumer, the more accurate your targeting will be. For agency planners, this process starts with insight.”
Keane (2018)
Isolating an audience of one, you can identify why they need your product, help them become aware of it, develop their preference for it, help their search for it, guide their selection of it, all of which leads to the purchase of and satisfaction with your product (Katz, 2016). Continue reading
“We work and live in an always-on, always moving, mobile-first reality, where business happens at the speed of speech and thumbs.”
Wright & Snook (2017)
In this eight part series, I’ll be investigating different aspects of media planning, and relating them back to Itisonas part of my Masters Degree in Advertising Strategy & Planning. Continue reading
Horizon scanning is a funny thing. It can be awe-inspiring. It can be frightening. It can make you feel big, proud and jazzed about what is to come. It can make you feel small, insignificant and anxious. It’s like looking up into the night sky, and being struck with a sense of wonder at its vast expanse of unknown.
Technology has been moving forward so quickly for the past ten years, that sometimes you need to just stand still and think. Think about where we’ve come from, and where we’re going. I’m not trying to go all Black Mirror on you, I’m just fascinated by it all. Continue reading
Moving to a new city is an adventure. As someone who loves to be enchanted by the everyday, I couldn’t be happier discovering the weird and wonderful that every place has (whether the locals recognise it or not).
The hardest part of moving to a new city, is that is left behind. The love, support and kindness that protects you everyday feels just that bit weaker when your friends and family are hundreds of miles away. Continue reading
When I started this blog I had no idea what investing in happiness was. I had no idea how to go about starting it, let alone how I would know when I’ve checked it off my list. Happiness is fleeting, I can’t store it in a bank for later. There’s no return on investment. So why put it on the list at all?
Well, I added it to the list because I knew it was important. Continue reading
Starting a new business is a tough gig. There’s no denying that. But there’s no better high than kicking ass and succeeding in a business that you built. In the beginning, the biggest challenge could be finding time outside of a day job and family commitments to work on the business. It could be finding the money for the tools that the business needs to succeed before the sales start coming in regularly. It might simply be the fear of failure. Continue reading
I have a fascination with the startup scene. There! I said it. London was a great place to get involved, and I could often be found at Google Campus, or innovation accelerator The Bakery, or that awesome coworking space inside a Gail’s bakery!
I had the absolute best time working for equity crowdfunding platform Seedrs, and loved working on the New Generation awards for The Veuve Clicquot Women in Business Awards. The I worked on the awards, Jude Ower was the runner-up, and what a woman. This is Jude talking about why she set up her company, Playmob: Continue reading
Mission: Playtime 