TV ad positioning: it’s make or break

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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