In terms of planning an advertising campaign, buying media is an art as much as it is a science – there are many variable which come in to play that determined the success, or potential for success of a campaign. The potency of any advertising campaign can be determined, if all other things being equal, by the reach and frequency of the execution. Most media campaigns start with a finite budget, where the reach and frequency of the media buy have to be weighed against each other to provide the optimal balance between the average number of people exposed at least once to the advertisement over a specific period of time and; the number of times the average person is exposed to the advertisement over a specific period of time. While a perfect balance is near impossible to achieve, the one Golden Rule to remember here is: reach without frequency = a waste of money. But there are always exceptions that break the rules!
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Having recently been diagnosed with a cataract I can speak with some authority on visual impairment. “Through a glass darkly” is the perfect description of my visual capabilities at present, at least until the operation. It started me thinking about perceptual vision and how diagnostics work in a marketing sense.
The headline of this blog is a direct ‘pinch’ from the good old, New Testament book of Corinthians and its interpreted to mean, ‘humans have an imperfect perception of reality’. That’s also perfect for my story because so much of what marketing can do, hangs on seeing the challenge with a very clear focus. Get it wrong and the imperfect perception becomes an imperfect reality.
I’m sure you would have heard about this ‘best job in the world’ for Queensland Tourism. If not on the national news, then perhaps via You Tube, a news website, a national newspaper, travel magazine, or even the international news. If not via mainstream media, you might have heard it from a friend, gossiped about it at the coffee machine, or discussed it with colleagues. You might have even applied, just for fun. My point is, that you heard about it and passed it on to others. Qld Tourism achieved the ultimate aim in marketing, without spending millions. So what valuable lessons can we learn from this marketing brilliance?
Flowers, cards, chocolates, romance and love. Hallmarks (pardon the pun) of that special day in February. Valentine’s Day. Whether you’re into to it or not, the reality is it’s a huge opportunity if you’re in the right industry to take advantage of ‘the love’.
I look at a brand like a cake: the logo and livery are the icing on the cake, and the cake itself is the product/organisation made up of various ingredients such as quality, service, culture etc. Sure we can design the icing to look mouth watering and delicious, because this first impression is the key to enticing the consumer to take that bite. But on chomping into the cake if we are left with a bad taste in the mouth there is no way we will be coming back for another bite.
As marketers, we feel very strongly about the concept of brand management. Almost on a daily basis I see brands treated with little to no respect by the very people who, funnily enough, have the most to loose by having a brand go in a wayword direction – I’m speaking of the owners of the brands themselves.
I’ll warn you now that this blog has nothing really to do with marketing, but is important all the same. Many of us here at Jack in the box have adopted a strict recycling regime at home and at work, myself included. Now that I’ve been made aware of its importance and many benefits, it’s very difficult to break the recycling habit. Secretly I hope for the day when the recycling bin pick-up becomes weekly and the normal bin pick-up is reduced to fortnightly! What is a little confusing however, is what on earth can and can’t be put into your recycling bin. This week I thought I’d shed some light on the matter.