Millward Brown papers: Media strategy

 

Web sites can be a valuable part of a brand’s marketing plan. You can add considerably to a site’s effectiveness if you consider not just the quality of content, but also aspects of site design such a ...

The cinema offers a good opportunity to reach a younger audience across the globe. The “cinema experience”, with its shared nature, tends to lead to greater attention being paid to advertising, making ...

This Knowledge Point article argues that with increasing fragmentation leading to a long media tail, it is usually necessary to use multiple media to reach your target audience. While this makes the m ...

Marketers are returning to the great outdoors. Frustrated by the declining ability of television to deliver mass reach that is cost-effective, advertisers are putting renewed emphasis on reaching peop ...

Used well, cut-downs can undoubtedly increase the efficiency of your campaign, and aid communication. By stimulating the audience’s memories of the full length version, a cut-down can deliver virtuall ...

The advent of the Digital Video Recorder (DVR) — known as the Personal Video Recorder or PVR in many countries — has caused a significant stir in the world of marketing. Increased consumer control ov ...