The Media Precinct Blog.
A space full of insights to fuel your imagination, brands, and knowledge.  

June 5, 2017

In Byron Sharp's book How Brands Grow, his first rule for brand growth is: "Continuously reach all buyers of the Category (communication + distribution) – don't ever be silent."

There is a lot which underpins this rule but often it is unrealistic nor does it take into account consumer fatigue. However, Sharp does make several well recognised points in marketing:

  • Most brands within a category have a similar base of consumers regardless of their brand positioning,...

June 4, 2017

When it comes to staying on television as long as possible, the biggest barrier is most likely to be budget. Although cost-efficient at generating mass reach, television is still prohibitively expensive to run for an extended period of time. The question therefore becomes how you keep the brand as visible as possible between mass media bursts, with maximum impact.

If we consider that the reason to stay on air as much as possible is to maintain and build str...

May 31, 2017

In a world dominated by technology, consumer interaction with advertising has become more complex. While the first goal of marketing should still be to deliver the right message to the right people, there is now more to be considered.

First, the interactive nature of digital and the ability to capture and use data across platforms has opened up a world of opportunity for more sophisticated marketing, if the necessary infrastructure and strategy is in place.

Second, w...

Please reload