How to make your advertising pound go further

Blackett Ditchburn

This article looks at two media strategies in the financial market - both have the same budget, but one adopts the positioning associated with a campaign to build the brand over time, with a classic ABC1 male audience; the other uses a more overt approach to provoke immediate action, demanding a response mechanism to sell products.

How to make your advertising pound go further

Intergrated media planning can maximise returns from an advertising budget

Blackett Ditchburn
THE PURCHASE OF media has become increasingly critical in recent years. Proliferating media opportunities and a fragmenting audience have led clients to concentrate greater attention on the precise way in which the money is spent. The welcome advent of media auditing has also provided a clear focus on achieving value for money. While media auditing provides a cost comparison, relatively little attention has been given to the impact of strategy on value for money. This article seeks to examine the...

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