Marketing and Research Consulting for a Brave New World
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Oct

3

The short and long of advertising…what marketers and researchers need to know

In: addressable marketing, advertising, brand marketing, media planning, performance marketing, The MMA
Comments Off on The short and long of advertising…what marketers and researchers need to know

Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?

Feb

20

Four targeting strategies that build stronger brands

In: ad waste, addressabale advertising, advertising, brand marketing, targeting
4 Comments

Targeting your own buyers and prime prospects with heavier media weight can increase sales by $100MM and build a stronger brand.

Apr

15

Framework for managing brand vs performance advertising

In: advertising, brand equity, brand marketing, performance marketing, Product life cycle
5 Comments

The same ad unit cannot be optimal for both performance and brand marketing. How to decide what your brand needs now via an ad guidance system.

Mar

16

Why brand equity matters even to performance marketing

In: advertising, Amazon, ARF, behavioral economics, brand equity, brand loyalty, branding, consumer segmentation, digital marketing, programmatic advertising, targeting
4 Comments

Here’s how brand equity fits into the performance equation. Media scientists…it might be your biggest factor at driving advertising ROI.