While outdoor advertising has high visibility and wide local coverage, it typically only allows for a brief exposure of a limited, visual message. This means brands don’t have the opportunity to share a detailed message or strengthen their auditory cues. So how do you maximise the effectiveness of outdoor advertising? Marketing Scientist Danielle Talbot explains how to utilise outdoor advertising best practice and provides three key principles to prioritise when incorporating outdoor into your media mix.

While price promotions are generally a way for short term sales activation, successful advertising is both a short term response as well as a longer term brand building effect. Can they work together? Senior Marketing Scientist Dr Steven Dunn answers: Is running advertising and price promotions at the same time good practice? Or should we try to limit price promotion activities when we run a campaign?

Average purchase frequency and penetration are measures of the loyalty of a brand’s customer base as well as how big the brand’s customer base can be. When a brand successfully grows its market share, we see penetration increase more than loyalty. This shows that growth requires improving the brand’s reach into the entire base of category buyers and that you need to nudge the propensity of all potential buyers. Marketing Scientist Alicia Barker answers: How do you distinguish between frequency and penetration? And what time frame should we use to break down usage penetration?

Professor Rachel Kennedy explains longevity is dependent on a number of factors and shares her top tips for getting the most out of your campaigns. 

Senior Marketing Scientist Peilin Phua discusses the importance of an extremely useful analysis called Conditional Trend Analysis (CTA) that Gerald Goodhardt developed with Andrew Ehrenberg and originally published in 1967.

We are seeing an uptick in customer acquisition in certain categories due to COVID and other contextual changes. Now that we have these customers, and they are repeat buying, how do we retain them? We believe we have strong Physical Availability. Do we turn our attention to Mental Availability? If so, what are best practices?

Big brands are dying. They are suffering at the hands of a plethora of smaller, more innovative and more nimble competitors.
Theories have hastily been put forward why this might be, leading to marketing strategy recommendations to help sustain the brands that are now in terminal decline.
But what is fact and what is fiction? In this seminar, Professors Byron Sharp and Magda Nenycz-Thiel present the evidence from ground-breaking, extensive analyses along with the peer-reviewed scientific research to explode these myths.
They are then joined by Professor Bruce McColl for a Q&A session.

Bob Liodice, CEO of the Association of National Advertisers (ANA) sits down with Institute Director, Professor Byron Sharp for a one-on-one ahead of the 2017 TVB Forward Conference.