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

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.

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!

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.

Sunday, 17 May 2009


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.

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.

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".

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


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Wednesday, 6 May 2009


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.

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