Tag Archive for Brand Awareness

Television Ad Spending

Forrester Research released an excerpt of a study on TV Ad Spending and predicts that TV ad spending will grow by 1% to $69.5 billion in 2010. Forrester Research also released an excerpt of a study on Media Measurement stating that marketers can’t see value in multichannel marketing until they can measure it. TV spending is still the biggest expense for large companies, even as Internet usage increases and mass media audiences fragment. “65% of marketing leaders think Internet measurement is more useful than TV measurement.” Measurement of TV advertising and other media will become more like that of interactive marketing, and branding advertising and activities will be held to the stricter accountability of direct marketing.

Direct marketing’s measurability is the desired standard.


Now is a great time to take advantage of direct mail and other underused marketing channels.

Many businesses have shifted advertising to online efforts. Maybe this is the time to see our current economy as an opportunity. What a great occasion to increase brand advertising!

Successful brand advertising is all about building a connection with your customer, this establishes your business or product as something which is known and trusted. Brand marketing helps us trust a company and buy when we see their ads later on. One of the greatest challenges for smaller businesses is to establish a name for themselves, and a downturn actually provides an opportunity to do that because it tends to suppress brand building advertising. What a great chance to be able to jump over your competitors, especially if the market leader has curtailed their advertising spending during the downturn.

The Way Consumers Make Purchasing Decisions Is Evolving

According to an article extracted from McKinsey Quarterly by Harvard Business Publishing, customers are controlling more of the buying decision process and actively “pulling” information helpful to them. McKinsey research found that during the phase when consumers are considering a purchase, 2/3 of the touch point moments (that is, instances when customers learned more about a product) were actually driven by the consumer rather than the seller. These include reading product reviews on the Internet, discussing a product with friends and family, or in-store interactions.

Traditional marketing, including direct mail, remains important, but more in building brand and awareness, before customers are decide exactly what to purchase.