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Big Data meet Smart Thinking
It must have been funny in the early days of TV: a bunch of producers would broadcast programmes and they could all claim they had the finest programme and the highest audience. The science of measurement took a long time to catch up with the truth and put numbers on the viewers. Even now, traditional media are tough to measure, and to understand effectiveness is an even bigger stretch.
Bringing to life USA TouchPoints
After three successful years in the UK, TouchPoints has entered the US. The MBI (Media Behavior Institute) has successfully pilot tested the US version of the IPA’s TouchPoints service. The study was conducted with the industry organisation CIMM (Coalition for Innovative Media Measurement). With its debut in the US market, USA TouchPoints is poised to become a new and unique way of looking at American consumers. Pointlogic have developed a tool, Chorus USA TouchPoints, to access the study data in a simple-to-use format that gives a true visual rendering of the study data. Examples of Chorus USA Touchpoints reports will be referenced later on in this article.
Percept and Pointlogic enter into a strategic alliance
Thursday, 09 June 2011
Percept and Pointlogic enter into a strategic alliance to launch Integrated Intelligence Services for marketers in India; unveiling a new era in media & communication metrics and optimization
- Percept with its Integrated Marketing Communications expertise & Pointlogic with their world class analytics and IMC software suite to herald a new era in communication optimization in India
- Percept Media and Pointlogic to launch Integrated Intelligence Services encompassing custom research, analytics, expertise, media data and customized software to deliver better ROI for marketers.
9th June 2011,Mumbai,India: Percept Media, the media planning, buying and evaluation arm of Percept Limited, entered into a strategic alliance with Pointlogic, a world renowned player providing integrated marketing communications and marketing ROI solutions. Through this alliance Percept will customize and localize the world class suite of offerings from Pointlogic and apply them to Indian advertisers and marketers using consumer insights & expertise.
Read more: Percept and Pointlogic enter into a strategic alliance
Is my TV commercial still effective? How to know when it is time to change your advert.
Tuesday, 07 June 2011
You will have noticed that some TV commercials are broadcast so many times that they reach the point where you wish somebody would change the creative. It may even have happened to one of your campaigns. The question is, how do you know when your advert is no longer effective and you are better off changing it?
We all know that the effect of an ad is finite, that after a certain number of exposures to the ad, the additional effect will be negligible. This phenomenon is generally known as diminishing returns. If you repeat an ad over and over again, consumers will at some point start to dislike the ad or get bored by it. In other words, your ad will eventually wear out.
Read more: Is my TV commercial still effective? How to know when it is time to change your advert.
How to get ROI and tracking to play nicely together
Tuesday, 07 June 2011
The concept of the silo has been so overplayed in pitches to improve your marketing that I would understand if you stopped reading at this point. Well done for carrying on! I’ll try to reward your perseverance with a very innovative technique that really does help to bring together two worlds in client organisations.
Tracking is a key pillar of the management of brands. It is the province of research professionals and it covers the key topics of usage and attitudes in some depth, with diagnostics applied to the communications depending on the focus of the survey.
Read more: How to get ROI and tracking to play nicely together
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