Molly Fleming wrote an article for Marketing Week titled Vauxhall boss: Digital was meant to be a money-saver but no one has saved a penny.
The article quotes Stephen Norman, managing director of the British auto brand Vauxhall, a subsidiary of Opel. Continue reading “Digital was meant to be a money-saver but no one has saved a penny”
In a 9-minute YouTube video, Mark Ritson explains the concept of excess share of voice (eSOV) by examining how German supermarket Lidl boosted its market share in the U.K. Continue reading “Mark Ritson on how Lidl used excess share of voice to boost sales and market share”
Here is a YouTube video in which Mark Ritson explains a remarkable turnaround story of the Snicker brand, by focusing on distinctive assets. Continue reading “Snickers turnaround”
Kevin Simler posted article called Ads Don’t Work That Way explaining the how cultural imprinting works in advertising. « Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. » Continue reading “Cultural Imprinting”
Faris Yakob, author of Paid Attention, wrote an article titled Marketing Discontent. In 2017, “Marc Pritchard, chief brand officer for Procter & Gamble, heralded a new age of personalised relevant communication he calls ‘mass one to one.’” Continue reading “Marketing Discontent”
Andrew Tenzer of Reach Solutions wrote a white paper titled The Empathy Delusion about how the advertising industry has lost touch with mainstream audiences. Continue reading “The Empathy Delusion”
Ellen Hammett wrote an article for Marketing Week titled P&G puts focus on reach.
“Procter & Gamble is reinvesting the parts of its media budget it found were being wasted into increasing the number of people it reaches… P&G’s brand boss Marc Pritchard said the focus for the company is on reaching more people, which it is looking to do by reducing frequency, particularly online… ‘What’s important is how many people we’re reaching,’ said Pritchard.” Continue reading “P&G puts focus on reach; scales back frequency”
Here’s a link to an explanation of coverage and frequency from Thinkbox.
Articles of Interest 