is proven less effective every day, Clients are looking for ways to get closer to their Customers & prospects.
Brands want to deliver engaging, entertaining and educational messages in an environment they create, not in spaces they rent!
Shoppers' Voice will do all that and more for you - RIGHT NOW!
Interested: Contact Paul Ashby at paul.ashby@yahoo.com
Tuesday, 22 December 2009
Thursday, 10 December 2009
I wish someone would
Give me one shred of neutral evidence that marketing & advertising innovation has led to economic growth!
However Interactive Communication, properly executed, will do just that!
However Interactive Communication, properly executed, will do just that!
Friday, 4 December 2009
An ideological belief
In the supposed transparency and efficiency of marketing & advertising has led manufacturers to the brink of disaster.
Interactive communication properly executed is transparent & efficient as well as totally accountable!
Interactive communication properly executed is transparent & efficient as well as totally accountable!
Saturday, 31 October 2009
TRY IT YOU'LL LIKE IT!
If you click on the link below you'll be able to preview a part of my book "Television Killed Advertising"
Here is the link:
http://www.lifestoriesandmemories.co.uk/stories.asp?qtype=5&search=go
In it you will discover why we need interactive communication, properly executed, together with supporting independent research.
Here is the link:
http://www.lifestoriesandmemories.co.uk/stories.asp?qtype=5&search=go
In it you will discover why we need interactive communication, properly executed, together with supporting independent research.
Tuesday, 20 October 2009
Advertising did not post a total surpassing 10%
Online consumer reviews and word-of-mouth have the greatest influence on consumer purchase decisions in Europe, but advertising is typically not regarded as playing a central role, according to a study by Weber Shandwick.
The company conducted a survey of 4,692 people in Belgium, France, Germany, Italy, Spain and the UK in order to establish which channels were most important in shaping buyer behaviour.
Online advocacy, such as consumer reviews, was accorded this status by 26% of the panel, and also took the top spot in each of the markets assessed.
Friends and family were ranked in second place in every country, with an average of 20% of participants regarding this form of communication as exerting a major impact their choices.
The recommendations of shop staff registered a score of 13%, with newspapers and magazines on 12%, brand websites on 11%, and both broadcast media and advertising on 9%.
By country, the preference for online advocacy reached a peak of 26% in the UK and Germany, and a low of 23% in France.
Friends and family had the greatest significance in Germany, with a score of 22%, compared with 18% in Italy and 17% in Spain.
Advertising did not post a total surpassing 10% in any of the markets assessed, with the sample in Belgium awarding it the lowest degree of relevance, with a total of 7%.
Use interactive communication... you will be amazed at the positive results you attain!
The company conducted a survey of 4,692 people in Belgium, France, Germany, Italy, Spain and the UK in order to establish which channels were most important in shaping buyer behaviour.
Online advocacy, such as consumer reviews, was accorded this status by 26% of the panel, and also took the top spot in each of the markets assessed.
Friends and family were ranked in second place in every country, with an average of 20% of participants regarding this form of communication as exerting a major impact their choices.
The recommendations of shop staff registered a score of 13%, with newspapers and magazines on 12%, brand websites on 11%, and both broadcast media and advertising on 9%.
By country, the preference for online advocacy reached a peak of 26% in the UK and Germany, and a low of 23% in France.
Friends and family had the greatest significance in Germany, with a score of 22%, compared with 18% in Italy and 17% in Spain.
Advertising did not post a total surpassing 10% in any of the markets assessed, with the sample in Belgium awarding it the lowest degree of relevance, with a total of 7%.
Use interactive communication... you will be amazed at the positive results you attain!
Admen to tackle mistrust...
Admen are trying to fight back against waning consumer mistrust in advertising.
They blame the results of a new survey that found that:
"Only 15% of adults generally trust advertising."
Use Shoppers' Voice and have 100% customer trust
They blame the results of a new survey that found that:
"Only 15% of adults generally trust advertising."
Use Shoppers' Voice and have 100% customer trust
The Management Myth: Management Consulting,Past, Present & Largly Bogus!
Business Schools turning out MBA graduates are big business however the modern idea of management is right enough to be dangerously wrong!
Don't listen to Marketing MBAs they will cost you dearly!
Use Interactive Communication and be right for once!
Don't listen to Marketing MBAs they will cost you dearly!
Use Interactive Communication and be right for once!
60% of all tracked ad expendidture!
As much as 60% of all tracked advertising expenditure world-wide during 2008 failed to deliver results expected by marketers & can be considered wasted!
Use Shoppers Voice and be totally effective & accountable!
Use Shoppers Voice and be totally effective & accountable!
Tuesday, 21 July 2009
In this recession, marketers have learned that interactive marketing is more effective,
Who said this?
Why the bible itself...Advertising Age!
In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement "we will increase budget for interactive by shifting money away from traditional marketing." Only 7% said "we have no plans to increase our marketing budget."
Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase.
Why the bible itself...Advertising Age!
In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement "we will increase budget for interactive by shifting money away from traditional marketing." Only 7% said "we have no plans to increase our marketing budget."
Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase.
Tuesday, 14 July 2009
Payment by results.
TAG invented the solution for truly integrated advertising. Our proprietary TAG dynamically targets individuals with re-personalised marketing messages. TAG enables a personal dialogue with consumers over all media channels: magazines, email, display/web, mobile and more. There is no other company with an ad serving platform that has successfully integrated all of the next-generation marketing concepts employed in TAG. It allows for greater revenues with much lower cost to generate than previously available solutions, creating a new paradigm of efficiency in existing & digital media commerce.
Tuesday, 7 July 2009
But above all else use TAG!
Want People To Look At Your Ad? Run It On TV, Not Online
Online ads are often targeted, but that doesn’t mean that people necessarily pay attention. A survey by AdWeek and Harris Interactive (via SearchEngineLand) shows that people are much more likely to ignore internet ads (both banner ads and search ads) than TV ads, radio ads, or newspaper ads. Internet ads also don’t get high marks for helpfulness. So what’s the bottom line, according to the survey’s authors? “While advertisers scramble to create their ad campaigns, one thing they need to remember is that, even if viewership may be down and even with the increased use of digital video recorders so people can fast forward through commercials, television ads are the most helpful to consumers. Also, while an Internet strategy is essential for a comprehensive ad campaign, Internet banner ads are not considered helpful by few and are ignored the most.”
What Ads Do People Ignore?
—46% Internet banner ads
—17% Internet search engine ads
—13% Television ads
—9% Radio ads
—6% Newspaper Ads
What Ads Are Most Helpful?
—37% TV ads
—17% Newspaper ads
—14% Internet search ads
—3% Radio ads
—1% Internet banner ads
Article Directory - Submit Free Articles, Read Free Articles at ArticleRich.com.
Online ads are often targeted, but that doesn’t mean that people necessarily pay attention. A survey by AdWeek and Harris Interactive (via SearchEngineLand) shows that people are much more likely to ignore internet ads (both banner ads and search ads) than TV ads, radio ads, or newspaper ads. Internet ads also don’t get high marks for helpfulness. So what’s the bottom line, according to the survey’s authors? “While advertisers scramble to create their ad campaigns, one thing they need to remember is that, even if viewership may be down and even with the increased use of digital video recorders so people can fast forward through commercials, television ads are the most helpful to consumers. Also, while an Internet strategy is essential for a comprehensive ad campaign, Internet banner ads are not considered helpful by few and are ignored the most.”
What Ads Do People Ignore?
—46% Internet banner ads
—17% Internet search engine ads
—13% Television ads
—9% Radio ads
—6% Newspaper Ads
What Ads Are Most Helpful?
—37% TV ads
—17% Newspaper ads
—14% Internet search ads
—3% Radio ads
—1% Internet banner ads
Article Directory - Submit Free Articles, Read Free Articles at ArticleRich.com.
Sunday, 28 June 2009
To Summarise TAG
1.Shatters traditional advertising standpoints.
2.Allows the internet to deliver on all its promises.
3.Makes ads that your customers actively engage with.
4.Answers the new challenges that the media revolution poses.
5.Is completly media neutral.
6.Forces greater change on the conventional marketing model than most people in consumer package goods actually believe.
7.As the world becomes more digital provides advertising that is more tangible and accountable.
8.Creats dialogues between your advertising and your customer, cuts through clutter, creates active, meaningful advertising and actually alters behaviour during the learning process.
2.Allows the internet to deliver on all its promises.
3.Makes ads that your customers actively engage with.
4.Answers the new challenges that the media revolution poses.
5.Is completly media neutral.
6.Forces greater change on the conventional marketing model than most people in consumer package goods actually believe.
7.As the world becomes more digital provides advertising that is more tangible and accountable.
8.Creats dialogues between your advertising and your customer, cuts through clutter, creates active, meaningful advertising and actually alters behaviour during the learning process.
Tuesday, 23 June 2009
Social nets not shaping purchases
Consumer purchase decisions are informed by a mix of "old" and "new" media, but more traditional forms of communication appear to exert a greater influence than social networking websites, a new study by Harris Interactive has found.
Based on a survey of 2,355 American adults, the research firm argued the most common way shoppers collect information prior to buying a particular product was via a company website, with 36% of respondents adopting this course of action.
"Face-to-face" interaction with a "salesperson or other company representative" was mentioned by 22% of contributors, while 21% of participants spoke to someone "not associated with the company".
A further 19% of those polled found out about a brand from print advertising, with 15% doing so via broadcast ads, while 14% made judgements "based only on my past experience."
In terms of online behaviour, 19% of consumers used independent websites featuring product reviews – like Trip Advisor or Amazon – and 11% accessed internet message boards.
By contrast, just 4% of Harris Interactive's sample turned to social networks like Facebook, LinkedIn and MySpace, with a similar number visiting "private social networking sites" and “customer communities".
Results varied slightly by age group, with 16% of 18–24 year olds employing social media to conduct product research.
However, this figure was 5% lower than for ads on TV and radio, and 6% below that for print executions among this demographic, and some 24% smaller than the number visiting company websites.
Ads on broadcast media were most widely-used among 25–29 year olds, at 22%, with print ads most popular among 50–64 year old shoppers, on 27%.
Some 57% of the company's panel also said they "communicated about my positive product/service experience to others" after making a purchase, while 41% "recommended" what they had bought to others.
By contrast, just 11% of this group did so with regard to a negative experience, and only 6% "recommended against" purchasing an item.
In expressing their positive or negative experience, 63% of respondents did so when talking to "a family member, business colleague or a friend."
A further 30% used email to do so, while 12% used a company website, 9% employed social networks, 8% opted for online message boards, and 7% added their comments to independent review websites.
Based on a survey of 2,355 American adults, the research firm argued the most common way shoppers collect information prior to buying a particular product was via a company website, with 36% of respondents adopting this course of action.
"Face-to-face" interaction with a "salesperson or other company representative" was mentioned by 22% of contributors, while 21% of participants spoke to someone "not associated with the company".
A further 19% of those polled found out about a brand from print advertising, with 15% doing so via broadcast ads, while 14% made judgements "based only on my past experience."
In terms of online behaviour, 19% of consumers used independent websites featuring product reviews – like Trip Advisor or Amazon – and 11% accessed internet message boards.
By contrast, just 4% of Harris Interactive's sample turned to social networks like Facebook, LinkedIn and MySpace, with a similar number visiting "private social networking sites" and “customer communities".
Results varied slightly by age group, with 16% of 18–24 year olds employing social media to conduct product research.
However, this figure was 5% lower than for ads on TV and radio, and 6% below that for print executions among this demographic, and some 24% smaller than the number visiting company websites.
Ads on broadcast media were most widely-used among 25–29 year olds, at 22%, with print ads most popular among 50–64 year old shoppers, on 27%.
Some 57% of the company's panel also said they "communicated about my positive product/service experience to others" after making a purchase, while 41% "recommended" what they had bought to others.
By contrast, just 11% of this group did so with regard to a negative experience, and only 6% "recommended against" purchasing an item.
In expressing their positive or negative experience, 63% of respondents did so when talking to "a family member, business colleague or a friend."
A further 30% used email to do so, while 12% used a company website, 9% employed social networks, 8% opted for online message boards, and 7% added their comments to independent review websites.
Friday, 19 June 2009
Potential customers said they would feel closer to your brand...
...if you listened to their opinions and responded to questions or comments.
Yours brands should throw out ideas or topics amongst customers in which they can start their own discussions, and don't necessarily have to be about your brand and could involve negative comments.
Negative comments need to be answered, not ignored, and comments kept up, not removed, as an exercise in transparency.
Your conversation with consumers has to be of interest to them, such as giving them something to engage with, rather than directly asking for feedback on a project.
Your brand by listening to friends or fans points of view and concerns on these platforms and accepting criticism while giving users honest information, a deeper relationship can be formed increasing brand loyalty, and especially increasing sales
Further findings reveal that social network users become largely irritated and tend to ignore promotions from brands and a majority of users would not remain a fan, or friend of a brand, that regularly sent them promotions.
TAG allows you to do everything you and your customers need for successful communication to take place.
Yours brands should throw out ideas or topics amongst customers in which they can start their own discussions, and don't necessarily have to be about your brand and could involve negative comments.
Negative comments need to be answered, not ignored, and comments kept up, not removed, as an exercise in transparency.
Your conversation with consumers has to be of interest to them, such as giving them something to engage with, rather than directly asking for feedback on a project.
Your brand by listening to friends or fans points of view and concerns on these platforms and accepting criticism while giving users honest information, a deeper relationship can be formed increasing brand loyalty, and especially increasing sales
Further findings reveal that social network users become largely irritated and tend to ignore promotions from brands and a majority of users would not remain a fan, or friend of a brand, that regularly sent them promotions.
TAG allows you to do everything you and your customers need for successful communication to take place.
Friday, 12 June 2009
Your "consumer is boss,"
Your Brand success has to be based on building up trust in your company's brands, and accepting that the customer is the boss. So we have developed involving and rewarding "Events" that are highly entertaining for your customers and are fully accountable
At the same time you must be developing a rich relationship with your customers because it is the key to business-to-business or business-to-consumer advertising.
And you can do all this through the highly accountable and effective technique we call TAG.
The speed of change has genuinely outpaced brands ability to meet it. With TAG you are in a position to seize the opportunities with both Old and New Media. However at TAG we have focussed on the word “communication” and have established that armed with an understanding of communication you can make any medium, be it digital or analogue, far more effective and totally accountable. This is because we have paid attention to creating a fantastic customer experience with your brands.
At the same time you must be developing a rich relationship with your customers because it is the key to business-to-business or business-to-consumer advertising.
And you can do all this through the highly accountable and effective technique we call TAG.
The speed of change has genuinely outpaced brands ability to meet it. With TAG you are in a position to seize the opportunities with both Old and New Media. However at TAG we have focussed on the word “communication” and have established that armed with an understanding of communication you can make any medium, be it digital or analogue, far more effective and totally accountable. This is because we have paid attention to creating a fantastic customer experience with your brands.
Friday, 29 May 2009
TAG Payment by Results!
Recently Heinz said that "Traditional advertisers are seeking "Pay for Performance deals". They went on the say that "Media Pricing has to be more reflective of actual sales."
TAG guarantees to only operate on a PAY BY PERFORMANCE platform.
Using mutually agreed research formulas Clients will only pay for Performance Related Results, for very 1% increase in agreed measurements an agreed fee will be charged to each individual Client.
Any Client wanting more information on this unique offer can contact Paul Ashby at paul.ashby@yahoo.com
TAG guarantees to only operate on a PAY BY PERFORMANCE platform.
Using mutually agreed research formulas Clients will only pay for Performance Related Results, for very 1% increase in agreed measurements an agreed fee will be charged to each individual Client.
Any Client wanting more information on this unique offer can contact Paul Ashby at paul.ashby@yahoo.com
Monday, 18 May 2009
What your Customers say of T.A.G
Number 1
"I believe that TAG is a brilliant new idea. It gives customers knowledge about the best products to buy. We have the right to know about quality in the products we are purchasing."
Mrs K. Hickman , Hants
Number Two
"Although I usually buy supermarket brands, after reading TAG I can now see why its worth paying the extra for Birds Eye quality."
James Altman, I.O.W.
Number Three
"What a great idea to give us shoppers the opportunity to express some opinions - thank you!!"
Mrs K.M. Cross.
Number Four
"I think TAG is an excellent idea and look forward to seeing more companies inform us of their products in this way. Keep up the good work!"
Mrs N. Holdsworth, Hants.
"I believe that TAG is a brilliant new idea. It gives customers knowledge about the best products to buy. We have the right to know about quality in the products we are purchasing."
Mrs K. Hickman , Hants
Number Two
"Although I usually buy supermarket brands, after reading TAG I can now see why its worth paying the extra for Birds Eye quality."
James Altman, I.O.W.
Number Three
"What a great idea to give us shoppers the opportunity to express some opinions - thank you!!"
Mrs K.M. Cross.
Number Four
"I think TAG is an excellent idea and look forward to seeing more companies inform us of their products in this way. Keep up the good work!"
Mrs N. Holdsworth, Hants.
Interaction is not technology, it is human behaviour!
1. Business created mass markets through broadcast advertising, the same bossy voice of command-and-control it used on workers, however in this instance, applied in the market place. “Just do what you’re told” is not that very much different than “Buy our products.”
2. And you could effectively tell people to keep quiet, because that element of a conversation was banned in broadcast media – there was never a way to ask questions. A 30-second TV commercial was never an invitation to converse!
3. The tragedy for the media business is that many current brand managers and most advertising and media agencies are, in our experience, unable or unprepared to calculate the contribution of advertising.
4. A new media age appears to be dawning one in which many of the old rules of salesmanship will no longer apply. It is hard to believe that anyone will sit still for numbing repetitions of intrusive jingles, or for 30” spots of unrewarding commercials.
5. Recent research concludes that television advertising may actually be harming, rather than enhancing, companies' relationships with their customers.
6. All advertising is a form of learning whereby the advertiser is asking people to change their behaviour after learning the benefits of the products or services on offer.
7. Advertising has become too parochial, too introspective, too convinced by its own hyperbole. Two or three thousand, what would be described as, creative people, dominates advertising.
8. However, a major change is afoot and advertising, long regarded as the ultimate weapon in marketing – particularly the once mighty television commercial – is now seen as complacent and increasingly ineffective.
To summaries: One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
the human desire for interaction. If this had been taught and the lesson put into everyday practise then billions of pounds and dollars would never have been poured down the black hole of television advertising!
Interaction is not technology, it is human behaviour!
2. And you could effectively tell people to keep quiet, because that element of a conversation was banned in broadcast media – there was never a way to ask questions. A 30-second TV commercial was never an invitation to converse!
3. The tragedy for the media business is that many current brand managers and most advertising and media agencies are, in our experience, unable or unprepared to calculate the contribution of advertising.
4. A new media age appears to be dawning one in which many of the old rules of salesmanship will no longer apply. It is hard to believe that anyone will sit still for numbing repetitions of intrusive jingles, or for 30” spots of unrewarding commercials.
5. Recent research concludes that television advertising may actually be harming, rather than enhancing, companies' relationships with their customers.
6. All advertising is a form of learning whereby the advertiser is asking people to change their behaviour after learning the benefits of the products or services on offer.
7. Advertising has become too parochial, too introspective, too convinced by its own hyperbole. Two or three thousand, what would be described as, creative people, dominates advertising.
8. However, a major change is afoot and advertising, long regarded as the ultimate weapon in marketing – particularly the once mighty television commercial – is now seen as complacent and increasingly ineffective.
To summaries: One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
the human desire for interaction. If this had been taught and the lesson put into everyday practise then billions of pounds and dollars would never have been poured down the black hole of television advertising!
Interaction is not technology, it is human behaviour!
We must break free from the delusion that the web is revolutionising our lives
If people don’t trust advertising now they’ll trust it even less on the Web. Privacy campaigners fear the power of Google and the on line ad company Phorm to gather and exploit personal information. They invade your computer, monitor your web browsing and buying, and check where you are and then bombard you with targeted hard sells. All the while you are on the Web Google, the biggest brand on the planet, will be watching everything you do, knowing where you live, logging your preferences and tracking your movements so that it can target its ads at you and only you.
The Internet is just a means of communication, like television, radio or newspapers.
The key feature of web.2.0 that is currently driving change is its intense focus on the individual.
But the 21st century is in danger of being the first era in history to value mass, mediocrity and water-cooler chitchat over individual geniuses, expertise, courage and leadership.
The Internet is just a means of communication, like television, radio or newspapers.
The key feature of web.2.0 that is currently driving change is its intense focus on the individual.
But the 21st century is in danger of being the first era in history to value mass, mediocrity and water-cooler chitchat over individual geniuses, expertise, courage and leadership.
Sunday, 17 May 2009
TAG & ACCOUNTABILITY
Quaker Oats
TAG has been extensively researched by independent research organisations in Australia, The United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.
Numerous marketing research studies have been conducted to measure and document the sales impact of the IMG technique. In point of fact, measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand because the premise of TAG is on making advertising expenditure accountable. The results are presented to each client as a post evaluation.
To demonstrate the effectiveness of the technique here are some highlights from reports prepared by independent research companies in conjunction with past interactive programs.
Client: Quaker Trading
Brand: Quick & Hearty
Category: Hot breakfast Cereals
Research by: NOP
North West England
Of those who only saw the television commercial 1% claimed to have purchased Quick and Hearty in the past 4 weeks, whilst those who had seen the interactive programmed 9% claimed to have purchased, an increase in +800%.
In London
There was no television advertising for Quick and Hearty the purchase of Quick & Hearty in the control area was 0% whilst in the interactive test area last 4 weeks purchase was 4% and increase of +700%
In both regions the IMG interactive programme generated a 9% positive intention to purchase. This was twice the level generated in the north-west & Midlands, and over three times that of the non-advertising area in London. It is therefore a reasonable conclusion that the booklet led to an enhanced interest in purchasing Quick & Hearty when next buying a breakfast cereal.
TAG has been extensively researched by independent research organisations in Australia, The United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.
Numerous marketing research studies have been conducted to measure and document the sales impact of the IMG technique. In point of fact, measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand because the premise of TAG is on making advertising expenditure accountable. The results are presented to each client as a post evaluation.
To demonstrate the effectiveness of the technique here are some highlights from reports prepared by independent research companies in conjunction with past interactive programs.
Client: Quaker Trading
Brand: Quick & Hearty
Category: Hot breakfast Cereals
Research by: NOP
North West England
Of those who only saw the television commercial 1% claimed to have purchased Quick and Hearty in the past 4 weeks, whilst those who had seen the interactive programmed 9% claimed to have purchased, an increase in +800%.
In London
There was no television advertising for Quick and Hearty the purchase of Quick & Hearty in the control area was 0% whilst in the interactive test area last 4 weeks purchase was 4% and increase of +700%
In both regions the IMG interactive programme generated a 9% positive intention to purchase. This was twice the level generated in the north-west & Midlands, and over three times that of the non-advertising area in London. It is therefore a reasonable conclusion that the booklet led to an enhanced interest in purchasing Quick & Hearty when next buying a breakfast cereal.
Four examples of accountability
1. Unilever: Strategic objectives Unilever program
1. Increase sales
2. Improve consumers’ perceptions of brand benefits
3. Strengthen consumers’ commitment to brands
4. Increase consumers’ response to mainstream advertising.
Results:
The combined sales show a continuing build, peaking at +8.4% after 23 weeks.
The sales effect was underplayed because measurements of actual sales were in two grocery stores only – Kwik Save & Tesco. As quoted by the Vice-Chairman of Initiative Media "The sales test was designed to be tough.... I have spent millions on regular advertising and never seen results like this based on one exposure to TAG" There were continuous increases in sales for all six brands over a 24 week period. Despite being 6 iconic Unilever brands there were increases in awareness, advertising, message comprehension.
Initiative Media went on to say "The technique is platform independent and could be applied to a number of other media. In particular with the developments in digital television and the Internet there is great potential for its use in new media."
Quaker Oats
Oats So Simple Launch of new brand into the "hot" breakfast cereal market
Actual Sales Measured by iri Infoscan
Volume Change over six months TV & Sample 17.7% TAG 37.6%
Ratio of TV & Sample Expenditure vs. TAG Cost:
For every £5 spent in television advertising and sampling £1 was spent on TAG.
NOP observations: "there was a very positive ROI"
iri Infoscan said " There was a 29% difference in sales between those who saw the event and those who were subjected to 'the other activity' only. Through Asda stores the difference was 42%. TAG generated a rapid rise that was increasing and sustained".
Unilever B2B
Research had established that among P&G; Mars Pedigree Petfoods, Nestle, Unilever was regarded as "Old fashioned’, "Slow to respond" "were inflexible in their demands" and "Difficult to get a human response" and were positioned at the bottom of the table as a company "nice to do business with".
The findings were from an important segment of TV sellers from the respective sales houses responsible for informing clients of special offers etc. Initiative/Unilever had tried traditional methods to improve relationships with no great success. Unilever commissioned TAG to produce "Events" to try and change attitudes. TAG devised "In Pursuit of Excellence" a magazine that encouraged greater understanding of Initiative Media/Unilever and to alter negative perceptions of both companies.
After only four issues of IPE Unilever was repositioned at the top of the table as "A nice company to do business with". The concept of IPE was fully understood and overall receivers of IPE had overall very positive perceptions of Unilever and their working relationships.
When asked "Have you noticed any change" 61% said "Yes for the better" and 92% "Enjoyed the opportunity to give their opinion", 88% would "Like to see further editions of IPE 2" whilst 69% "Felt that it is producing results".
Quorn
TAG was commissioned to increase awareness and comprehension of the overall brand proposition and to encourage trial, range usage and repeat purchase, and generate net additional sales. NOP were retained to execute the research study. The results were on a) There was an increase of 17% in advertising awareness b) an increase of 67% in claimed purchase c) an increase of 45% in customers who will definitely but Quorn next time NOP then summarised "All measurement criteria show significant increases with TAG. Claimed purchase and purchase intent show very encouraging increases. TAG enhanced advertising comprehension.
1. Increase sales
2. Improve consumers’ perceptions of brand benefits
3. Strengthen consumers’ commitment to brands
4. Increase consumers’ response to mainstream advertising.
Results:
The combined sales show a continuing build, peaking at +8.4% after 23 weeks.
The sales effect was underplayed because measurements of actual sales were in two grocery stores only – Kwik Save & Tesco. As quoted by the Vice-Chairman of Initiative Media "The sales test was designed to be tough.... I have spent millions on regular advertising and never seen results like this based on one exposure to TAG" There were continuous increases in sales for all six brands over a 24 week period. Despite being 6 iconic Unilever brands there were increases in awareness, advertising, message comprehension.
Initiative Media went on to say "The technique is platform independent and could be applied to a number of other media. In particular with the developments in digital television and the Internet there is great potential for its use in new media."
Quaker Oats
Oats So Simple Launch of new brand into the "hot" breakfast cereal market
Actual Sales Measured by iri Infoscan
Volume Change over six months TV & Sample 17.7% TAG 37.6%
Ratio of TV & Sample Expenditure vs. TAG Cost:
For every £5 spent in television advertising and sampling £1 was spent on TAG.
NOP observations: "there was a very positive ROI"
iri Infoscan said " There was a 29% difference in sales between those who saw the event and those who were subjected to 'the other activity' only. Through Asda stores the difference was 42%. TAG generated a rapid rise that was increasing and sustained".
Unilever B2B
Research had established that among P&G; Mars Pedigree Petfoods, Nestle, Unilever was regarded as "Old fashioned’, "Slow to respond" "were inflexible in their demands" and "Difficult to get a human response" and were positioned at the bottom of the table as a company "nice to do business with".
The findings were from an important segment of TV sellers from the respective sales houses responsible for informing clients of special offers etc. Initiative/Unilever had tried traditional methods to improve relationships with no great success. Unilever commissioned TAG to produce "Events" to try and change attitudes. TAG devised "In Pursuit of Excellence" a magazine that encouraged greater understanding of Initiative Media/Unilever and to alter negative perceptions of both companies.
After only four issues of IPE Unilever was repositioned at the top of the table as "A nice company to do business with". The concept of IPE was fully understood and overall receivers of IPE had overall very positive perceptions of Unilever and their working relationships.
When asked "Have you noticed any change" 61% said "Yes for the better" and 92% "Enjoyed the opportunity to give their opinion", 88% would "Like to see further editions of IPE 2" whilst 69% "Felt that it is producing results".
Quorn
TAG was commissioned to increase awareness and comprehension of the overall brand proposition and to encourage trial, range usage and repeat purchase, and generate net additional sales. NOP were retained to execute the research study. The results were on a) There was an increase of 17% in advertising awareness b) an increase of 67% in claimed purchase c) an increase of 45% in customers who will definitely but Quorn next time NOP then summarised "All measurement criteria show significant increases with TAG. Claimed purchase and purchase intent show very encouraging increases. TAG enhanced advertising comprehension.
Thursday, 7 May 2009
TAG
is about providing value in the life of the consumer: entertainment value, social value and belief value, actually letting the audience share ownership of your brand
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ArticlesandAuthors.com - THE premier site for free articles AND article authors. Need articles? Find them here. Are you an author? Submit your articles with us. We'll get them seen, and get you the links you want.
Wednesday, 6 May 2009
TAG
1.Shatters traditional advertising standpoints.
2.Allows the internet to deliver on all its promises.
3.Makes ads that your customers actively engage with.
4.Answers the new challenges that the media revolution poses.
5.Is completly media neutral.
6.Forces greater change on the conventional marketing model than most people in consumer package goods actually believe.
7.As the world becomes more digital provides advertising that is more tangible and accountable.
8.Creats dialogues between your advertising and your customer, cuts through clutter, creates active, meaningful advertising and actually alters behaviour during the learning process.
2.Allows the internet to deliver on all its promises.
3.Makes ads that your customers actively engage with.
4.Answers the new challenges that the media revolution poses.
5.Is completly media neutral.
6.Forces greater change on the conventional marketing model than most people in consumer package goods actually believe.
7.As the world becomes more digital provides advertising that is more tangible and accountable.
8.Creats dialogues between your advertising and your customer, cuts through clutter, creates active, meaningful advertising and actually alters behaviour during the learning process.
Thursday, 30 April 2009
Welcome to social-media message overload.
The constant barrage of invites to sign up for this group or download that app are starting to wear on social-network users, presenting big challenges for the brands and marketers who are looking to use these sites to aggregate fans and cultivate relationships with customers.
Nearly a third of social networkers say they are fed up with the constant requests to join groups and try new applications, according to research by the Internet Advertising Bureau in the U.K. That means marketers will need to work harder and keep innovating if they want to harness the consumer power of social networks and persuade people to join their sponsored sites or pages.
When asked "What do you dislike about social networks?" by far the highest response, at 31%, was that there are too many invites to install applications, followed by 16% who said "when advertising isn't relevant to me." Slightly more than 5% complained about messages from brands and another 5% actually lamented the addictiveness of social networks. About 12% said they had no complaints. The research showed that 7% of respondents sign up to find out about brands.
"From a marketer's perspective, social networks look brilliant on paper," said Alistair Beattie, head of strategic planning at AKQA, London. "It's a switched-on crowd with a huge amount of time who hold brands close to them. The difficulty is that they regard this as their space. We have all become our own source of entertainment. ... But there is a resistance to being advertised at in our own spaces."
Keeping spam down
Amy Kean, IAB senior marketing manager, said, "Despite [social networking's] popularity, this study shows that respect for the user is just as important in social media. Users will not respond to spam or irrelevant advertising." And controlling those intrusions will have to become a higher priority for social networks, said Union Square Venture's Fred Wilson at Ad Age's recent digital conference.
"One of [social networks'] biggest costs is 'environmental mediation,' or keeping the bad people at bay," Mr. Wilson said.
AKQA had success with a Marmite group on Facebook. The savory spread's advertising message is "Love it or hate it," so the group works well as a discussion topic for social networkers. Fans post recipes, discuss weird and wonderful ways to enjoy the sticky black spread, tell tales of conversion to the taste and share frustrations about not being able to purchase it outside the U.K.
Too often, Mr. Beattie said, advertising on social networks is "still a traditional interruptive approach where brands are piggybacking on content that people value."
The IAB research found that exclusive content, which appeals to 28% of social networkers, and a genuine interest in the message, which attracts 37%, are the keys to a positive response from consumers on social networks. And because only 5% say that they actively dislike messages from brands, there are big opportunities for marketers who can hit the right notes.
"To be popular, brands need to have a personality and be someone that people want to be friends with," Mr. Beattie said. "The guiding principle is to offer things that are not available elsewhere, things that give social kudos or bragging rights. Brands are part of the fabric of people's lives and ultimately most are happy to be identified as friends of a brand."
The IAB study of nearly 2,000 internet users also showed that social networks are taking on extra relevance in the current economic climate. Forty-one percent of members say they now place even more value on ratings and reviews from family and friends on a social network. Mobile social-networking is also on the increase. Updating social-network sites via mobile handsets is increasing, with 25% of all respondents logging on to check or update their pages.
Property management by JJ Homes in Surrey
Nearly a third of social networkers say they are fed up with the constant requests to join groups and try new applications, according to research by the Internet Advertising Bureau in the U.K. That means marketers will need to work harder and keep innovating if they want to harness the consumer power of social networks and persuade people to join their sponsored sites or pages.
When asked "What do you dislike about social networks?" by far the highest response, at 31%, was that there are too many invites to install applications, followed by 16% who said "when advertising isn't relevant to me." Slightly more than 5% complained about messages from brands and another 5% actually lamented the addictiveness of social networks. About 12% said they had no complaints. The research showed that 7% of respondents sign up to find out about brands.
"From a marketer's perspective, social networks look brilliant on paper," said Alistair Beattie, head of strategic planning at AKQA, London. "It's a switched-on crowd with a huge amount of time who hold brands close to them. The difficulty is that they regard this as their space. We have all become our own source of entertainment. ... But there is a resistance to being advertised at in our own spaces."
Keeping spam down
Amy Kean, IAB senior marketing manager, said, "Despite [social networking's] popularity, this study shows that respect for the user is just as important in social media. Users will not respond to spam or irrelevant advertising." And controlling those intrusions will have to become a higher priority for social networks, said Union Square Venture's Fred Wilson at Ad Age's recent digital conference.
"One of [social networks'] biggest costs is 'environmental mediation,' or keeping the bad people at bay," Mr. Wilson said.
AKQA had success with a Marmite group on Facebook. The savory spread's advertising message is "Love it or hate it," so the group works well as a discussion topic for social networkers. Fans post recipes, discuss weird and wonderful ways to enjoy the sticky black spread, tell tales of conversion to the taste and share frustrations about not being able to purchase it outside the U.K.
Too often, Mr. Beattie said, advertising on social networks is "still a traditional interruptive approach where brands are piggybacking on content that people value."
The IAB research found that exclusive content, which appeals to 28% of social networkers, and a genuine interest in the message, which attracts 37%, are the keys to a positive response from consumers on social networks. And because only 5% say that they actively dislike messages from brands, there are big opportunities for marketers who can hit the right notes.
"To be popular, brands need to have a personality and be someone that people want to be friends with," Mr. Beattie said. "The guiding principle is to offer things that are not available elsewhere, things that give social kudos or bragging rights. Brands are part of the fabric of people's lives and ultimately most are happy to be identified as friends of a brand."
The IAB study of nearly 2,000 internet users also showed that social networks are taking on extra relevance in the current economic climate. Forty-one percent of members say they now place even more value on ratings and reviews from family and friends on a social network. Mobile social-networking is also on the increase. Updating social-network sites via mobile handsets is increasing, with 25% of all respondents logging on to check or update their pages.
Property management by JJ Homes in Surrey
Tuesday, 28 April 2009
"A large majority of web-users (79%) demand...
...something of value in return for heeding ads, whether that 'something' is pure entertainment, a relevant message or access to learning something new.
Says Yahoo Europe's vp of marketing Kristof Fahy: "Consumers are overwhelmed with the constant flow of information they receive on a daily basis."
"So businesses need to convince them of the relevance of their messages in order to gain their attention. This means that on line marketers need to think hard how to better target and engage with their time-poor audiences."
Says Yahoo Europe's vp of marketing Kristof Fahy: "Consumers are overwhelmed with the constant flow of information they receive on a daily basis."
"So businesses need to convince them of the relevance of their messages in order to gain their attention. This means that on line marketers need to think hard how to better target and engage with their time-poor audiences."
Understanding Interactive Marketing Communication.
With a better understanding of the nature of Interaction allows us then to give a more precise definition of the process, that is:
“With Interactive Marketing Communication:
the reader/viewer is actively encouraged to
take careful note of what is being taught him,
learn rather than be taught the message, and
then give tangible evidence that the lesson, in
this case the advertising/marketing message,
has been learnt.
Interactive Marketing Communication ensures
that the initial message receiver anticipates
and then subsequently evidences a response
using a predetermined mechanism.
“With Interactive Marketing Communication:
the reader/viewer is actively encouraged to
take careful note of what is being taught him,
learn rather than be taught the message, and
then give tangible evidence that the lesson, in
this case the advertising/marketing message,
has been learnt.
Interactive Marketing Communication ensures
that the initial message receiver anticipates
and then subsequently evidences a response
using a predetermined mechanism.
Sunday, 26 April 2009
How advertising & consumerism affects society, the economy and the Environment.
Consumerism is economically manifested in the chronic purchasing of new goods and services, with little attention to their true need, durability, product origin or the environmental consequences of manufacture and disposal. Consumerism is driven by huge sums spent on advertising designed to create both a desire to follow trends, and the resultant personal self-reward system based on acquisition. Materialism is one of the end results of consumerism.
Consumerism interferes with the workings of society by replacing the normal common-sense desire for an adequate supply of life's necessities, community life, a stable family and healthy relationships with an artificial ongoing and insatiable quest for things and the money to buy them with little regard for the true utility of what is bought. An intended consequence of this, promoted by those who profit from consumerism, is to accelerate the discarding of the old, either because of lack of durability or a change in fashion.
Landfills swell with cheap discarded products that fail early and cannot be repaired. Products are made psychologically obsolete long before they actually wear out. A generation is growing up without knowing what quality goods are. Friendship, family ties and personal autonomy are only promoted as a vehicle for gift giving and the rationale for the selection of communication services and personal acquisition. Everything becomes mediated through the spending of money on goods and services.
It is an often stated catechism that the economy would improve if people just bought more things, bought more cars and spent more money. Financial resources better spent on Social Capital such as education, nutrition, housing etc. are spent on products of dubious value and little social return. In addition, the purchaser is robbed by the high price of new things, the cost of the credit to buy them, and the less obvious expenses such as, in the case of automobiles, increased registration, insurance, repair and maintenance costs.
Many consumers run out of room in their homes to store the things that they buy. A rapidly growing industry in America is that of self-storage. Thousands of acres of land good farm land are paved over every year to build these cities of orphaned and unwanted things so as to give people more room to house the new things that they are persuaded to buy. If these stored products were so essential in the first place, why do they need to be warehoused? An overabundance of things lessens the value of what people possess.
"You work in a job you hate, to buy stuff that you don't need, to impress people that you don't like."
Consumerism interferes with the workings of society by replacing the normal common-sense desire for an adequate supply of life's necessities, community life, a stable family and healthy relationships with an artificial ongoing and insatiable quest for things and the money to buy them with little regard for the true utility of what is bought. An intended consequence of this, promoted by those who profit from consumerism, is to accelerate the discarding of the old, either because of lack of durability or a change in fashion.
Landfills swell with cheap discarded products that fail early and cannot be repaired. Products are made psychologically obsolete long before they actually wear out. A generation is growing up without knowing what quality goods are. Friendship, family ties and personal autonomy are only promoted as a vehicle for gift giving and the rationale for the selection of communication services and personal acquisition. Everything becomes mediated through the spending of money on goods and services.
It is an often stated catechism that the economy would improve if people just bought more things, bought more cars and spent more money. Financial resources better spent on Social Capital such as education, nutrition, housing etc. are spent on products of dubious value and little social return. In addition, the purchaser is robbed by the high price of new things, the cost of the credit to buy them, and the less obvious expenses such as, in the case of automobiles, increased registration, insurance, repair and maintenance costs.
Many consumers run out of room in their homes to store the things that they buy. A rapidly growing industry in America is that of self-storage. Thousands of acres of land good farm land are paved over every year to build these cities of orphaned and unwanted things so as to give people more room to house the new things that they are persuaded to buy. If these stored products were so essential in the first place, why do they need to be warehoused? An overabundance of things lessens the value of what people possess.
"You work in a job you hate, to buy stuff that you don't need, to impress people that you don't like."
In describing today's accelerating changes
the media fire blips of unrelated information at us. Experts bury us under mountains of narrowly specialized monographs. Popular forecasters present lists of unrelated trends, without any model to show us their interconnections or the forces likely to reverse them. As a result, change itself comes to be seen as anarchic, even lunatic.
Friday, 17 April 2009
Up until a few years ago advertising was the province of a privileged few...
to the passive many. Now the ownership of moving images has passed into the hands of practically everybody and the articulation of moving images has passed into the hands of everybody with access to a phone, laptop or digital camera. We can now have our say.
In essence, the behavior of the audience is moving from passive to active participation so that TV watching or listening to radio in the future will be a very different and less sedentary experience than it has been in the past 80 years.
Ultimate power isn't with brand owners or even with broadcasters, and most certainly doesn't exist with the Advertising Agencies at all! It's with the viewer. And it's the on/off switch!
Game playing fundamentally alters your relationship with your customers and effectively cuts through all the problems experienced by marketing programs at the same time allowing customers to have their say.
TAG IS THE BEST FORM OF SOCIAL ADVERTISING MEDIA!
In essence, the behavior of the audience is moving from passive to active participation so that TV watching or listening to radio in the future will be a very different and less sedentary experience than it has been in the past 80 years.
Ultimate power isn't with brand owners or even with broadcasters, and most certainly doesn't exist with the Advertising Agencies at all! It's with the viewer. And it's the on/off switch!
Game playing fundamentally alters your relationship with your customers and effectively cuts through all the problems experienced by marketing programs at the same time allowing customers to have their say.
TAG IS THE BEST FORM OF SOCIAL ADVERTISING MEDIA!
Thursday, 16 April 2009
Social Advertising Media - SAM
The Television Advertising Game
The multi media show that is all about your Commercials
But people just love to watch it!
WHAT DO YOU WANT FROM YOUR ADVERTISING?
ROI, with TAG each program is independently researched.
Increased customer involvement with your brand(s)
Establish contact between your Brand(s) and your customer.
Actionable valuable customer feedback
All of these benefits would be ideal for me
YOUR BRANDS BENEFIT
1. TAG will provide your brands with a unique vehicle that is not available to competitors. (Category exclusive)
2.TAG positively change attitudes and behaviour to featured brands,
leading to measurable actual sales, both immediate and ongoing.
3. Your Brands will experience a valuable ROI as measured through
Independent research.
4. A Multi-media programme using print, television and Web 2.0 with
multiple response mechanisms; Telephone, Print answer card, online
Do you agree that the most important thing in brand marketing these days is ROI?
TAG is specifically developed to bring ROI to your brands.
How does TAG do this?
By involving your customers with your brands.
AN INDEPENDENT EVALUATION OF TAG BY CITY INSIGHTS AND NOP
Through our experience in testing the effectiveness of TAG programs we have found:
There are major positive changes in brand knowledge & understanding brand values.
Purchase & future purchase intention increases.
Store data such as AC Nielsen or irInfoscan, show positive sales uplifts.
“From my experience of evaluating heavyweight ad campaigns over the years, TAG programmes have consistently shown to be more effective. “ Ian Blythe, NOP.
“TV advertising per se, never seems to invoke the same level of ‘image shift’ and rarely do we see such changes in future purchase intent.” Simon Hudson, City Insights.
TAG... a totally accountable marketing programme
The multi media show that is all about your Commercials
But people just love to watch it!
WHAT DO YOU WANT FROM YOUR ADVERTISING?
ROI, with TAG each program is independently researched.
Increased customer involvement with your brand(s)
Establish contact between your Brand(s) and your customer.
Actionable valuable customer feedback
All of these benefits would be ideal for me
YOUR BRANDS BENEFIT
1. TAG will provide your brands with a unique vehicle that is not available to competitors. (Category exclusive)
2.TAG positively change attitudes and behaviour to featured brands,
leading to measurable actual sales, both immediate and ongoing.
3. Your Brands will experience a valuable ROI as measured through
Independent research.
4. A Multi-media programme using print, television and Web 2.0 with
multiple response mechanisms; Telephone, Print answer card, online
Do you agree that the most important thing in brand marketing these days is ROI?
TAG is specifically developed to bring ROI to your brands.
How does TAG do this?
By involving your customers with your brands.
AN INDEPENDENT EVALUATION OF TAG BY CITY INSIGHTS AND NOP
Through our experience in testing the effectiveness of TAG programs we have found:
There are major positive changes in brand knowledge & understanding brand values.
Purchase & future purchase intention increases.
Store data such as AC Nielsen or irInfoscan, show positive sales uplifts.
“From my experience of evaluating heavyweight ad campaigns over the years, TAG programmes have consistently shown to be more effective. “ Ian Blythe, NOP.
“TV advertising per se, never seems to invoke the same level of ‘image shift’ and rarely do we see such changes in future purchase intent.” Simon Hudson, City Insights.
TAG... a totally accountable marketing programme
Wednesday, 15 April 2009
The No 1 task for Business: Reinvent Marketing & Advertising.
Hopefully lessons will been learnt from the crisis, do not try to rebuild business on the principle that Marketing & Advertising are always right!
The words "60% of all advertising, globally is wasted" were splashed yesterday across the marketing papers. This kind of unanimity in the trade press is not coincidental — "If it ain't broke, don't fix it" the advertising community do-nothing mentality was taken to its logical extreme by the preparation of $3 million ads for the Super Bowl by advertising agencies apparantly totally unaware that they are all well past their sell by date.
To have any hope of repairing the damage left behind by the highly dishonest and incompetent banks, big business must first convince the majority of the population that they are really capable of fixing the problems.. Not only are we trapped in the worst recession in living memory. but behind all this lurks a horror even more shocking; the entire marketing/advertising-economic model of free enterprise, rugged individualism, creative advertising and marketing is broken beyond all hope of repair.
Marketing/Advertising on which the Western world built its seeming success seems to have completly broken down. How else can one describe a situation in which all of the country's main financial institutions and many of its biggest industrial companies are effectively bankrupt and on government life-support?
Well TAG is the way forward because it makes your customer the very centre of your business!
The words "60% of all advertising, globally is wasted" were splashed yesterday across the marketing papers. This kind of unanimity in the trade press is not coincidental — "If it ain't broke, don't fix it" the advertising community do-nothing mentality was taken to its logical extreme by the preparation of $3 million ads for the Super Bowl by advertising agencies apparantly totally unaware that they are all well past their sell by date.
To have any hope of repairing the damage left behind by the highly dishonest and incompetent banks, big business must first convince the majority of the population that they are really capable of fixing the problems.. Not only are we trapped in the worst recession in living memory. but behind all this lurks a horror even more shocking; the entire marketing/advertising-economic model of free enterprise, rugged individualism, creative advertising and marketing is broken beyond all hope of repair.
Marketing/Advertising on which the Western world built its seeming success seems to have completly broken down. How else can one describe a situation in which all of the country's main financial institutions and many of its biggest industrial companies are effectively bankrupt and on government life-support?
Well TAG is the way forward because it makes your customer the very centre of your business!
Tuesday, 14 April 2009
At TAG we insist there's a solution:
"Better advertising. More informational. More entertaining. More beautiful." And TAG leads the way to a latter-day Creative Revolution, that is.
Professor Clemons went on to say
Advertising will fail for three reasons:
There are three problems with advertising in any form, whether broadcast or online:
* Consumers do not trust advertising. Dan Ariely has demonstrated that messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service. Forrester Research has completed studies that show that advertising and company sponsored blogs are the least-trusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest.
* Consumers do not want to view advertising. Think of watching network TV news and remember that the commercials on all the major networks are as closely synchronized as possible. Why? If network executives believed we all wanted to see the ads they would be staggered, so that users could channel surf to view the ads; ads are synchronized so that users cannot channel surf to avoid the ads.
* And mostly consumers do not need advertising. My own research suggests that consumers behave as if they get much of their information about product offerings from the internet, through independent professional rating sites like dpreview.com or community content rating services like Ratebeer.com or TripAdvisor
Lets work together to make your Clients marketing communications work like never before! Contact Paul @ paul.ashby@yahoo.com
There are three problems with advertising in any form, whether broadcast or online:
* Consumers do not trust advertising. Dan Ariely has demonstrated that messages attributed to a commercial source have much lower credibility and much lower impact on the perception of product quality than the same message attributed to a rating service. Forrester Research has completed studies that show that advertising and company sponsored blogs are the least-trusted source of information on products and services, while recommendations from friends and online reviews from customers are the highest.
* Consumers do not want to view advertising. Think of watching network TV news and remember that the commercials on all the major networks are as closely synchronized as possible. Why? If network executives believed we all wanted to see the ads they would be staggered, so that users could channel surf to view the ads; ads are synchronized so that users cannot channel surf to avoid the ads.
* And mostly consumers do not need advertising. My own research suggests that consumers behave as if they get much of their information about product offerings from the internet, through independent professional rating sites like dpreview.com or community content rating services like Ratebeer.com or TripAdvisor
Lets work together to make your Clients marketing communications work like never before! Contact Paul @ paul.ashby@yahoo.com
HE ALSO SAID...
Advertising will fail:
The internet is the most liberating of all mass media developed to date. It is participatory, like swapping stories around a campfire or attending a renaissance fair. It is not meant solely to push content, in one direction, to a captive audience, the way movies or traditional network television did. It provides the greatest array of entertainment and information, on any subject, with any degree of formality, on demand. And it is the best and the most trusted source of commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
But we at TAG have found a way and we've got over $5m of independent research to show you how much more effective our technique is...wanna see some? Contact Paul @ paul.ashby@yahoo.com
The internet is the most liberating of all mass media developed to date. It is participatory, like swapping stories around a campfire or attending a renaissance fair. It is not meant solely to push content, in one direction, to a captive audience, the way movies or traditional network television did. It provides the greatest array of entertainment and information, on any subject, with any degree of formality, on demand. And it is the best and the most trusted source of commercial product information on cost, selection, availability, and suitability, using community content, professional reviews and peer reviews.
My basic premise is that the internet is not replacing advertising but shattering it, and all the king’s horses, all the king’s men, and all the creative talent of Madison Avenue cannot put it together again.
But we at TAG have found a way and we've got over $5m of independent research to show you how much more effective our technique is...wanna see some? Contact Paul @ paul.ashby@yahoo.com
Professor Eric Clemons said What?
Pushing a message at a potential customer when it has not been requested and when the consumer is in the midst of something else on the net, will fail as a major revenue source for most internet sites. This is particularly true when the consumer knows that the sponsor of the ad has paid to have this information, which was verified by no one, thrust at him. The net will find monetization models and these will be different from the advertising models used by mass media, just as the models used by mass media were different from the monetization models of theater and sporting events before them. Indeed, there has to be some way to create websites that do other than provide free access to content, some of it proprietary, some of it licensed, and some of it stolen, and funded by advertising.
Hey we have already been there – done that – and we have over $10m of independent research which proves how much more accountable TAG is...what to see some research? Then Call Paul Ashby on 01934 620047 or email: paul.ashby@yahoo.com
Hey we have already been there – done that – and we have over $10m of independent research which proves how much more accountable TAG is...what to see some research? Then Call Paul Ashby on 01934 620047 or email: paul.ashby@yahoo.com
Monday, 13 April 2009
Would you like to get results like these?
Professor E.L. Roberto PhD Coca-Cola Foundation Professor of International Marketing.
Reviewing the £5 million of independent research Prof. Roberto concluded on the cost efficiency of this technique:
• The TAG participating advertisements generated recall scores that are more than 50% productive than normal advertising.
• The effect on purchase intention is just as impressive if not much more. All these productivity increments are attainable at a reasonably
inexpensive budget.
• One TAG client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its
TAG budget of $0.5 million.
• This 1:10 ratio has been obtained in TAG events in other countries.
Reviewing the £5 million of independent research Prof. Roberto concluded on the cost efficiency of this technique:
• The TAG participating advertisements generated recall scores that are more than 50% productive than normal advertising.
• The effect on purchase intention is just as impressive if not much more. All these productivity increments are attainable at a reasonably
inexpensive budget.
• One TAG client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its
TAG budget of $0.5 million.
• This 1:10 ratio has been obtained in TAG events in other countries.
Should we advertise on Social Media?
"With regard to Social Media and its’ suitability as an advertising medium, we must admit to having some concerns. More and more we discover that in the fickle world of online social media, yesterdays fashionable meetings points, like for example, Twitter, become so over-commercialized as to be unrevivably “expired”.
The example of Second Life is a classic, as you probably know, Second Life was to be advertising’s salvation and even the government set up shop there, the early adopters have already moved on and Second Life is facing a corporate backlash and media commentators alike. Second Life has been “virtually abandoned” by “normal people and businesses”. This according to Deloitte’s director of technology, Paul Lee.
The way we view Web.2 is somewhat different, we create your own Social Media “Event”, and your business lends itself perfectly to that creation, and then seamlessly work with a combination of Old & New Media to invite your customers in to tells us what they think of you. Thus placing the customer right at the heart of your business. This results in a greater involvement and understanding of what you stand for leading through to a greater number of people buying.
As we have invested over $10m in independent research, as the examples shown elsewhere in this blog, we are confident that we could produce similar results for you.
The example of Second Life is a classic, as you probably know, Second Life was to be advertising’s salvation and even the government set up shop there, the early adopters have already moved on and Second Life is facing a corporate backlash and media commentators alike. Second Life has been “virtually abandoned” by “normal people and businesses”. This according to Deloitte’s director of technology, Paul Lee.
The way we view Web.2 is somewhat different, we create your own Social Media “Event”, and your business lends itself perfectly to that creation, and then seamlessly work with a combination of Old & New Media to invite your customers in to tells us what they think of you. Thus placing the customer right at the heart of your business. This results in a greater involvement and understanding of what you stand for leading through to a greater number of people buying.
As we have invested over $10m in independent research, as the examples shown elsewhere in this blog, we are confident that we could produce similar results for you.
Saturday, 11 April 2009
Just what are the problems with Social Media?
Once "The Ad Man" gatecrashes the party and corporate marketers are inevitably a long way down the adoption curve - the kudos rapidly evaporates.
This explains why the assumed valuations of Social Media Companies are often built on greater financial chicanery than Bernie Madoff's tax return.
In to-day's market whatever supposed "next big thing" our digital culture favours in any moment faces an ever more accelerated journey to obilivion!
CREATE YOUR OWN SOCIAL MEDIA THEN MAKE IT DELIVER SEAMLESSLY USING OLD & NEWMEDIA AND ABOVE ALL ELSE UNDERSTANDING THE WORD "COMMUNICATION"
This explains why the assumed valuations of Social Media Companies are often built on greater financial chicanery than Bernie Madoff's tax return.
In to-day's market whatever supposed "next big thing" our digital culture favours in any moment faces an ever more accelerated journey to obilivion!
CREATE YOUR OWN SOCIAL MEDIA THEN MAKE IT DELIVER SEAMLESSLY USING OLD & NEWMEDIA AND ABOVE ALL ELSE UNDERSTANDING THE WORD "COMMUNICATION"
What is Interactive Communication?
It invites the consumer to respond to or comment to the brand and the brand message
It is a very effective means of mass communication.
It is not media dependent- can work in press, TV, internet, radio and outdoor
It utilises programmed learning techniques.
What does it do? It changes behaviour
Because of the effectiveness of communication it changes peoples behaviour- for example
they could switch brands, they could buy more, they might change the way they vote.
But above all else it understands the human need for COMMUNICATION!
It is a very effective means of mass communication.
It is not media dependent- can work in press, TV, internet, radio and outdoor
It utilises programmed learning techniques.
What does it do? It changes behaviour
Because of the effectiveness of communication it changes peoples behaviour- for example
they could switch brands, they could buy more, they might change the way they vote.
But above all else it understands the human need for COMMUNICATION!
The suits come to Social Media. Now that’s the kiss of death!
Advertising Agencies, having all but destroyed a perfectly good Old Media are set to do the same with Social Media!
In the fickle world of online chatter, yesterday’s achingly fashionable meeting points are rapidly acquiring the appearance of the Royal Bank of Scotland’s’ headquarters.
Already Twitter, becoming bogged down with fake PR tweets as well as fake advertising tweets, so much so that already the kids dismiss it as tired! And are moving on.
As soon as the buzz of innovation starts to fade the “cool” but influential people move on quicker than you can send a tweet.
As witness by the Old Media experience, essentially Commercial Television, Advertising Agencies are loath to change a medium that was to them, a money-spinner. Despite the fact that it was non-accountable. Now they are deserting terrestrial TV without even realizing that they could have made it far more effective & accountable, but they didn't understand the word "communication".
And now Agencies are rushing onto Social Media ignoring the fact that, as in the past, people don’t want their advertising in whatever form. The difference here is that they can easily move away from advertising in whatever guise, you have only to look at the experience of Second Life, that was to be advertising’s salvation. That’s why the early adopters have moved on!
CHECK OUT THE AGENCY CREDENTIALS & MAKE SURE THAT THEY REALLY UNDERSTAND THE WORD “COMMUNICATION”
In the fickle world of online chatter, yesterday’s achingly fashionable meeting points are rapidly acquiring the appearance of the Royal Bank of Scotland’s’ headquarters.
Already Twitter, becoming bogged down with fake PR tweets as well as fake advertising tweets, so much so that already the kids dismiss it as tired! And are moving on.
As soon as the buzz of innovation starts to fade the “cool” but influential people move on quicker than you can send a tweet.
As witness by the Old Media experience, essentially Commercial Television, Advertising Agencies are loath to change a medium that was to them, a money-spinner. Despite the fact that it was non-accountable. Now they are deserting terrestrial TV without even realizing that they could have made it far more effective & accountable, but they didn't understand the word "communication".
And now Agencies are rushing onto Social Media ignoring the fact that, as in the past, people don’t want their advertising in whatever form. The difference here is that they can easily move away from advertising in whatever guise, you have only to look at the experience of Second Life, that was to be advertising’s salvation. That’s why the early adopters have moved on!
CHECK OUT THE AGENCY CREDENTIALS & MAKE SURE THAT THEY REALLY UNDERSTAND THE WORD “COMMUNICATION”
Friday, 10 April 2009
Finally the truth that dare not speak its name is beginning to emerge!
The age of the 30-second TV commercial is over.
There’s a lot of hand wringing on Madison Avenue these days. Companies like Virgin Atlantic are concluding that advertising on TV is too pricey and the effects too difficult to measure.
The industry must adapt to a coming world where consumers enjoy total control and will no longer tolerate tedious commercials that hold them hostage to messages they care nothing about.
There are still a lot of people in the business that don’t accept what is about to happen. That is myopic. Perhaps it is time for the advertising and TV industries to get contact lenses, because the latest research suggests that trouble lies ahead.
ABOVE ALL ELSE UNDERSTAND THE REAL MEANING OF THE WORD "COMMUNICATION"!
There’s a lot of hand wringing on Madison Avenue these days. Companies like Virgin Atlantic are concluding that advertising on TV is too pricey and the effects too difficult to measure.
The industry must adapt to a coming world where consumers enjoy total control and will no longer tolerate tedious commercials that hold them hostage to messages they care nothing about.
There are still a lot of people in the business that don’t accept what is about to happen. That is myopic. Perhaps it is time for the advertising and TV industries to get contact lenses, because the latest research suggests that trouble lies ahead.
ABOVE ALL ELSE UNDERSTAND THE REAL MEANING OF THE WORD "COMMUNICATION"!
Sixty Percent of Global Adspend is wasted!
As much as 60% of all tracked advertising expenditure world-wide during 2008 failed to deliver the results expected by its marketers and can therefore be considered wasted.
The key criterion by which campaigns were measured was their ability to boost the advertiser’s bottom line via increases in:
* Retail traffic;
* Sales;
* Leads/prospects captured; and/or an increase in positive target audience conditioning.
While the average Marketing Wastage Rate (MWR) in the business-to-consumer industry is 65%, it falls to 47% in the business-to-business industry.
The majority of B2C marketers tend to rely heavily on the old and traditional model of brand building: by mainly going after awareness and recall through expensive and impact-driven media buys. They hope to deliver more sales and/or in-store traffic down the line – a fundamental mistake nowadays given the high level of advertising clutter, which leads to high levels of wastage.
SO SHOW THIS TO YOUR AD AGENCY NEXT TIME THEY WANT YOU ON THE BOX!
The key criterion by which campaigns were measured was their ability to boost the advertiser’s bottom line via increases in:
* Retail traffic;
* Sales;
* Leads/prospects captured; and/or an increase in positive target audience conditioning.
While the average Marketing Wastage Rate (MWR) in the business-to-consumer industry is 65%, it falls to 47% in the business-to-business industry.
The majority of B2C marketers tend to rely heavily on the old and traditional model of brand building: by mainly going after awareness and recall through expensive and impact-driven media buys. They hope to deliver more sales and/or in-store traffic down the line – a fundamental mistake nowadays given the high level of advertising clutter, which leads to high levels of wastage.
SO SHOW THIS TO YOUR AD AGENCY NEXT TIME THEY WANT YOU ON THE BOX!
The Television Advertising Game
The multi media show, all about your Commercials
and people just love to watch it!
TAG will provide your brands with a unique vehicle that is not available
to competitors (category exclusive).
TAG positively changes attitudes and behaviour to featured brands,
leading to actual sales, both immediate and ongoing.
Brands experience a substantial ROI measured by independent research.
TAG breaks through clutter and involves customers with the brands.
A request to the reader/viewer to watch and pay attention to an advertisement,
substantially increases the numbers who do so and the amount of time they watch.
Wilbur Schramm, Harvard Business School
WHAT DO YOU WANT FROM YOUR ADVERTISING?
An ROI on my spend, that is fully accountable?
Increased customer involvement with my brand?
Establish trust between your brand and your customer?
Valuable customer feedback that you can develop?
Or would all of these benefits be ideal?
AN INDEPENDENT EVALUATION OF TAG BY CITY INSIGHTS AND NOP
Through our experience in testing the effectiveness of TAG programs we have found:
There are major positive changes in brand knowledge & understanding brand values.
Purchase & future purchase intention increases.
Store data such as AC Nielsen or irInfoscan, show positive sales uplifts.
“From my experience of evaluating heavyweight ad campaigns over the years, TAG programmes have consistently shown to be more effective. “ Ian Blythe, NOP.
“TV advertising per se, never seems to invoke the same level of ‘image shift’ and rarely do we see such changes in future purchase intent.” Simon Hudson, City Insights.
and people just love to watch it!
TAG will provide your brands with a unique vehicle that is not available
to competitors (category exclusive).
TAG positively changes attitudes and behaviour to featured brands,
leading to actual sales, both immediate and ongoing.
Brands experience a substantial ROI measured by independent research.
TAG breaks through clutter and involves customers with the brands.
A request to the reader/viewer to watch and pay attention to an advertisement,
substantially increases the numbers who do so and the amount of time they watch.
Wilbur Schramm, Harvard Business School
WHAT DO YOU WANT FROM YOUR ADVERTISING?
An ROI on my spend, that is fully accountable?
Increased customer involvement with my brand?
Establish trust between your brand and your customer?
Valuable customer feedback that you can develop?
Or would all of these benefits be ideal?
AN INDEPENDENT EVALUATION OF TAG BY CITY INSIGHTS AND NOP
Through our experience in testing the effectiveness of TAG programs we have found:
There are major positive changes in brand knowledge & understanding brand values.
Purchase & future purchase intention increases.
Store data such as AC Nielsen or irInfoscan, show positive sales uplifts.
“From my experience of evaluating heavyweight ad campaigns over the years, TAG programmes have consistently shown to be more effective. “ Ian Blythe, NOP.
“TV advertising per se, never seems to invoke the same level of ‘image shift’ and rarely do we see such changes in future purchase intent.” Simon Hudson, City Insights.
Marketers must "learn how to connect"
with consumers to make an impact on websites like Facebook and MySpace, replacing traditional advertising methods with an interactive approach.
Most marketers see the importance of securing a presence on these portals, but are hesitant to invest in an unproven form of media.
Consumers are spending increasing amounts of time using social media, marketers also need to become "skilled and effective at social communication."
Brands' involved in social networking need to avoid classic advertising strategies, and wait "to be invited in" instead.
AND ABOVE ALL ELSE PLEASE UNDERSTAND THE REAL MEANING OF THE WORD "COMMUNICATION"
Most marketers see the importance of securing a presence on these portals, but are hesitant to invest in an unproven form of media.
Consumers are spending increasing amounts of time using social media, marketers also need to become "skilled and effective at social communication."
Brands' involved in social networking need to avoid classic advertising strategies, and wait "to be invited in" instead.
AND ABOVE ALL ELSE PLEASE UNDERSTAND THE REAL MEANING OF THE WORD "COMMUNICATION"
Task No 1 for Business: Reinvent Marketing & Advertising.
Hopefully lessons will been learnt from the crisis, do not try to rebuild business on the principle that Marketing & Advertising are always right!
The words "60% of all advertising, globally is wasted" were splashed yesterday across the marketing papers. This kind of unanimity in the trade press is not coincidental — "If it ain't broke, don't fix it" the advertising community do-nothing mentality was taken to its logical extreme by the preparation of $3 million ads for the Super Bowl by advertising agencies apparantly totally unaware that they are all well past their sell by date.
To have any hope of repairing the damage left behind by the highly dishonest and incompetent banks, big business must first convince the majority of the population that they are really capable of fixing the problems.. Not only are we trapped in the worst recession in living memory, but behind all this lurks a horror even more shocking; the entire marketing/advertising-economic model of free enterprise, rugged individualism, creative advertising and marketing is broken beyond all hope of repair.
The words "60% of all advertising, globally is wasted" were splashed yesterday across the marketing papers. This kind of unanimity in the trade press is not coincidental — "If it ain't broke, don't fix it" the advertising community do-nothing mentality was taken to its logical extreme by the preparation of $3 million ads for the Super Bowl by advertising agencies apparantly totally unaware that they are all well past their sell by date.
To have any hope of repairing the damage left behind by the highly dishonest and incompetent banks, big business must first convince the majority of the population that they are really capable of fixing the problems.. Not only are we trapped in the worst recession in living memory, but behind all this lurks a horror even more shocking; the entire marketing/advertising-economic model of free enterprise, rugged individualism, creative advertising and marketing is broken beyond all hope of repair.
The post-advertising age is under way.
This isn't about the end of commerce or the end of marketing or news or entertainment. All of them are finding new expressions online, and in time will flourish thanks to the very digital revolution that is now ravaging them. The future is bright. But the present is apocalyptic. Any hope for a seamless transition -- or any transition at all -- from mass media and marketing to micro media and marketing are absurd.
However if we start with the same erroneous beliefs that allowed us to screw up with Old Media, we will screw up New Media as well!
START BY UNDERSTANDING THE WORD “COMMUNICATION”
However if we start with the same erroneous beliefs that allowed us to screw up with Old Media, we will screw up New Media as well!
START BY UNDERSTANDING THE WORD “COMMUNICATION”
Tuesday, 24 March 2009
Amazon Books UK
"paul ashby television killed advertising"
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Television Killed Advertising by Paul Ashby and Edward Keating (Paperback - 16 Mar 2009)
Buy new: £12.00 £10.20
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Buy new: £12.00 £10.20
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Eligible for FREE Super Saver Delivery.
Monday, 16 March 2009
TAG IS:
1.Interactive Communication.
2.Consumer Involving.
3.Informational.
4. State-of-the-Art
Personal Growth from SelfGrowth.com-- SelfGrowth.com is the most complete guide to information about Personal Growth on the Internet.
Use crosslink-builder to exchange free web links for search engine optimisation (seo)
2.Consumer Involving.
3.Informational.
4. State-of-the-Art
Personal Growth from SelfGrowth.com-- SelfGrowth.com is the most complete guide to information about Personal Growth on the Internet.
Use crosslink-builder to exchange free web links for search engine optimisation (seo)
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