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...
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.