Marketing the media: Advertising expenditure

 

Online is taking an ever-increasing share of adspend, and is increasingly dominating the thoughts of marketers. The internet has certain unique characteristics, and more and more people now have high ...

Erwin Ephron, founder of Ephron Papzian & Ephron media consultancy, asks do we really understand media vale. He argues that ‘impressions per dollar’ is a more explanatory measure than ‘cost per thous ...

Joe Mandese examines US media expenditure and discovers there has been a marked change with local media making gains at the expense of national media. He suggests that US advertising is more concerned ...

Joe Mandese discusses the effect the war in Iraq may have on advertising expenditure. He quotes Sally Shoquist of Empower Media Marketing who believes that in a short conflict marketing would simply p ...

Joe Mandese reviews the last few years of advertising expenditure and concludes that the worst of the recession appears to be over. He sees 2003 as a tipping point for advertising with the simultaneo ...

In this second article on the advertising recession Tim Ewington reviews and analyses advertising expenditure in six major media sectors - newspapers, television, magazines, outdoor, radio and cinema. ...

Harry Henry presents indices for TV and press advertising expenditure and volume from 1983 to 2000 with 1991 being expressed as 100. The performance of each of the four indices is explained, with fle ...

Joe Mandese ponders the implications of the US going to war, and its likely effect on advertising revenues. He examines the effect the early 1990s Kuwait/Iraq conflict had on the US share of globa ...

With the rapid growth of, first TV and now the Internet, some analysts have predicted the demise of print as an advertising medium. But newspapers and magazines still account for almost half of all gl ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Why are most predictions of media penetration almost always proved to be hopelessly wide of the mark? The author argues that the methods used by forecasters are often inadequate - computer predictions ...

A brief history of media independents, which started in the UK about five years after Admap (in 1969). From the Admap 25 years Silver Jubilee issue.

Since 1948, estimates of annual advertising expenditure in the UK, by the Advertising Association, have been growing in detail and accuracy. For the years before 1948, there are a number of scattered ...