Having a central connecting idea greatly improves the chances of campaign effectiveness by facilitating integrated planning and customising formats for particular channels further enhances p... Read more
Most marketers are confident they are producing integrated multichannel campaigns; unfortunately, this is not a view shared by consumers. Read more
A multichannel, integrated campaign can increase a brand’s reach and appeal to customers, but only if done in the right way. Read more
Despite ferocious tales and innuendos of TV advertising ‘dying’, the truth is that TV advertising continues to dominate media budgets in South Africa. According to Nielsen, R19.2... Read more
In 2015, Millward Brown ran its AdReaction study in 42 diverse countries. The study drills down into consumer behaviour and seeks a deep understanding of how consumers engage with advertisi... Read more
