Millward Brown papers: Media practice

 

As it has matured, we have learned that online advertising can improve awareness and brand perceptions. For a medium where frequency levels can be capped, it is worth noting that the first exposure is ...

Around a third of all TV ads include product demonstrations and they can make a strong contribution to advertising effectiveness. But demonstrating product benefits is no guarantee of success. If demo ...

This Knowledge Point article looks at advertising wear-out. Wear-out of TV ads is rare. Broadly speaking, the response an ad evokes — in terms of impact, memorability and enjoyment — changes very litt ...

Outdoor advertising can be used to reach a broad audience very quickly, but it can also be used very successfully to communicate with tightly targeted audiences, in specific locations. As with all adv ...

There is surprisingly little difference in the performance of different ad lengths. The communication power of the creative has much more of an impact on how effectively an ad will work than the lengt ...

Radio has a lot to offer advertisers. Particularly when used as part of a campaign, it can be a cost-effective means of extending reach, and adding depth to a message. As the number of channels contin ...

Magazine advertising can work more cost effectively than TV, and using magazines in the media mix can lead to a media-multiplier effect.

A key aspect of effective TV ads is that of branding: the extent to which consumers will remember that the ad was for a particular brand. This is not achieved through introducing the brand name early ...