Browsing: Features

Features
Go global or stay local? Part one
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Graham Medcalf talks to intrepid independent-agency owners and some globally-aligned stalwarts to interrogate the advantages and disadvantages of advertising independence. __________________________________ “We have the best people…

Features
Outdoor Bounty
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Forget the doom and gloom for a moment – there’s one sector at least that’s doing bumper business, explores Jonathan Cotton; Out-of-home advertising. Driven by digitization,…

Features
Why pay for an ad that’s half exposed? Dr Karen Nelson-Field explains why visibility is king
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Reach, frequency, impact; they’re three words bandied about in the industry as objectives for advertising and could have been the subjects of a bingo game at last month’s presentation from Dr Karen Nelson-Field of The University of Adelaide’s Centre for Amplified Intelligence. Her research strips down each advertising platform to take a look at how each draws attention and results in sales. And with her findings showing TV drives more overall attention and sales, she argues advertisers should be buying ads that are 100 percent visible.

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