TV ad positioning: it’s make or break

Stephen White and Charles Dawson

The problem of TV commercials failing to get attention by being lost in clutter is increasing as commercial channels proliferate.

TV ad positioning: it's make or break

Stephen White and Charles Dawson

Adisquieting report at the beginning of the year, from the Fournaise Marketing Group, suggested that marketers worldwide believe that almost two-thirds of their marketing spend (65%) had no discernible effect on consumers last year.

That would be a chilling thought at the best of times. And the best of times these certainly are not. With America and the West teetering on the brink of a major economic setback, marketers need to make sure that they are minimising wastage of their finite marketing and advertising investment. This...

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