Revealed – why you should fire

your advertising agency and use interactive communication!


Like all else in the media world, advertising has changed dramatically since the huge growth in popularity of the Web.

The power of retailers has multiplied, television has become the dominant selling medium for consumer goods, market research has become increasingly sophisticated, global brands have flourished, independent media specialists have become a major force, and yet…

Advertising agencies are in the doldrums that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy.

There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem.

Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money!

Likewise they have lost sight of the fact that the sole purpose of advertising is to get more people to buy more of your product, more often, for more money.

When you use interactive "Events" you will sell more products...and make money!

Discover more together with the power of interactive TV visit: http://interactivetelevisionorinteractivetv.blogspot.com

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INTERACTIVE MARKETING

As we enter a new millennium, we are witnessing a core shift in the focus of marketing away from transactional marketing and toward interactive marketing.
We are all now beginning to recognised the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty.
Interactive communication, properly executed, will provided you with all of this plus:

BUILDING SALES LONG-TERM

Need more proven results? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Interactive Communication exists to communicate clearly

an advertising message, using existing media, to an open, focused and receptive mind based upon the principle that it is not what you say, but how your consumer interacts with what you say that primarily determines how successfully the message gets across.

The changes in consumer perception and purchase behaviour produced by this form of communication are traditionally associated only with extensive advertising campaigns involving high levels of frequency and the inherent inefficiencies that result from such efforts.



Also, please visit:http://interactivetelevisionorinteractivetv.blogspot.com or contact Paul Ashby on paul.ashby@yahoo.com

Sir Martin Sorrell…don’t you think it odd

that an accountant has become the advertising industry’s spokesperson?

When you read any of the interviews given by this illustrious figure, never once does the word “communication” pass his exalted lips, why, because he knows nothing about the process of communication.

Meanwhile out there in the real world, the world were all these millions of (digital) advertisements, and, in turn, all these millions of pounds are spent. It emerges that only 57% of consumers are inclined to trust companies and resistance to marketing is also now at a peak, with just 6% of consumers admitting to trusting any form of advertising!

ONLY 6% OF CONSUMERS TRUST ANY FORM OF ADVERTISING!



There is help available, please visit http://interactivetelevisionorinteractivetv.blogspot.com and discover how you can make your customer trust you!
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To day, big business,

with their handmaidens, advertising & marketing have created mass media.

And the biggest mass medium is broadcast. And that is command and control management, complementing big business thoroughly. Both are all about imposing control top-down and both are driven by ratings, research and cost per thousand.

Sad for them people are turning away from ‘broadcast’ in their millions because of a number of reasons, they have acquired other interests and concerns which broadcast cannot provide. Plus the fact that people are heartily sick of the sterile pronouncements of corporations and broadcast media. And especially of advertisements!




If you want to discover more please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Engaging in conversations

with relevant markets will become an important source of knowledge and innovation, the quality of this market intelligence has already (and will do so more in the future) proven to be more accurate than research and will determine market share.

Without interactive communication your efforts to create new products and markets will be taking place in a vacuum.

As your products come to reflect the information provided by the genuine conversations of interactive communication, instead of the ballyhoo and adversarial marketing tactics that poses as marketing today, companies will be far better served, and so will their customers.

Oddly enough with Interactive Communication companies can have everything they’ve always wanted. Greater market share, customer loyalty etc. etc. All the empty promises that advertising has been promising their clients but failed to deliver!

Would you like to discover more about the benefits of interactive communication? Please visit: http://interactivetelevisinorinteractivetv.blogspot.com

THE BENEFITS GAINED BY USING INTERACTION

The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only. Interactive communication provides intelligent sales through feedback and involvement. Thus allowing the building of intelligent databanks.
It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments. Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.


Seeking more information as to why you should use interaction? Take a little time to visit: http://interactivetelevisionorinteractivetv.blogspot.com
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Existing advertising agencies were fat and dumb...

and happy with the status quo together with monopolistic profits and their general situation, so they badmouth any new idea which threatens their incumbency or profits, or both. Advertising Agencies are also in denial until their profits are really threatened.

There is an old adage in technology: intelligence always moves to the edge of the network.

The same is true of most other things, especially advertising and marketing; there are far more intelligent ideas outside of advertising agencies and marketing departments!

Would you like more information on accountable intefactive communication? Please also visit http://interactivetelevisionorinteractivetv.blogspot.com

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Our minds are conditioned by the past,

...not the future. So we want to keep doing things the way we always have done them, even when results become ever more disappointing.

But every now and then, the ground beneath us shifts so dramatically as to make much of what we thought we knew so wrong it becomes clear that we have to forge new beliefs or fail.

These are such times in marketing. In the today’s more subjective-mined marketplace, the behavioural proclivities of consumers as individuals must be the determining factor, not exotic maths even though it will obviously continue to be a critical tool – but not the main tool.



Seeking more? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Advertising Agencies, having practically ruined

a nearly perfect marketing communications system,

… are now trying to lure their Clients onto a totally unproven communications system…the Web!

Advertising agencies have lost sight of their primary goal: to sell the product. Fortunes are wasted on hip; award-winning commercials that often fail to even communicate the brand.

The reality of business demands that advertising answer to the bottom line! Simply by adding interactive communication to your schedule you can reduce spend and make your existing advertising totally accountable.

Which will demonstrably affect your bottom line and, much to the great disgust of Advertising Agencies, Clients can substantially reduce their horrific marketing investment.

Terrestrial television can then breath a sign of relief and get on with what they are good at…producing good programming.

There is more information available as to the benefits of incorporating interactive "events" onto your scheduel, please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one
exposure to an interactive “Event”
vs.
exposure to the “frequency” model.



Client: Unilever.
Brand: Streets Log Ice Cream Deserts.
Research: Martyn Research.

“Unprompted Brand-Awareness increased +8% amongst main grocery buyers who saw the Interactive Event and Purchase increased +80%; Advertising-Awareness increased 100% over people who had not see the Event.”


Client: Unilever
Brand: Birds Eye Fish Fingers
Research: Nielsen & City Insights.

Nielsen recorded an actual uplift in sales for this brand of 3.2%. City Insights registered a +9% uplift in Definitely/Probably Will Buy. City Insights again established that the technique lifts awareness of advertising, +11%.


Client: Unilever.
Brand: Persil.
Research: Nielsen & City Insights.

Neilsen recorded an actual uplift in sales for this brand of 4.4%. City Insights registered a +2% increase in last week purchase & a +4% increase in Definitely/Probably Buy. There was a 4% increase in Advertising Awareness.


Client: Unilever.
Brand: P G Tips.
Research: Nielsen & City Insights.

Neilsen recorded an actual uplift in sales of 3.1% for this brand and City Insights recorded a +5% uplift in ‘Last Week’ purchase and a +7% increase in Definitely/Probably Will buy. Additionally City Insights recorded an uplift of 8% increase in advertising awareness.


Client: Unilever.
Brand: Birds Eye Frozen Peas.
Research: Nielsen & City Insights.

Nielsen recorded an actual increase in purchase of 2.6%. Whilst City Insights recorded a +2% increase in purchase ‘Last Week’ and a 5% uplift in sales Definitely/Probably Will buy. City Insights again recorded an uplift in advertising awareness of 5%.


Client: Unilever.
Brand: Sunsilk Shampoo.
Research: BLM division NOP.

“Substantial (even dramatic) gains were recorded in Advertising Awareness, averaging +45%. The comparison between “Seeing-The-Event” and those “Not-Seeing-The-Event” shows a healthy performance improvement. An increase in Spontaneous-Awareness of 53% was recorded for Sunsilk Shampoo and for Purchase and increase of 35% was noted.”

Seeking more information? Please take the time to visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one
exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Carter Wallace.
Brand: Nair Hair Remover.
Research: AGB.


“Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed.”


Client: Carter Wallace.
Brand: Arrid Deodorant.
Research: AGB.

“Arrid’s participation within this Interactive Event again demonstrates the effectiveness of the Technique. All key measurements show positive improvements for those exposed versus people not exposed. Brand-Advertising-Awareness +200%; Past-Four-Week-Purchase +100% and Future-Purchase-Intent +66.6%.


Client: Carter Wallace.
Brand: Sun-In Hair Colour.
Research: AGB.

“Sun-In Hair Color benefits from exposure within the Interactive Event. Brand-Advertising-Awareness was increased by 366.6%; Purchase-in-Past-Four-Weeks +100%; and Future-Purchase-Intent +100%.”


Client: Pork Promotion Council.
Brand: New Fashioned Pork.
Research: AGB.

“Grocery Buyers exposed to the Interactive Event showed higher Awareness +12.3%; higher Advertising Awareness +45.16%. They also had higher Past-Purchase patterns, 80% and higher figures for Purchase-Intent +36.3%.

Client: Sara Lee.
Brand: Hearty Fruit Muffins. (Frozen Bakery Goods).
Research: AGB.

“Grocery buyers who remembered seeing the Interactive Event showed a higher than average awareness of the product +30.9%, a high awareness of advertising at +83.3% and 100% increase in Future-Purchase-Intent.

Would you like more information on interactive communication? Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.

Client: Nestle.
Brand: Maggi Pantry Classics (non-frozen RTE meals).
Research: AGB.

“There was an increase of 86.7% amongst those who saw the event in Prompted-Brand-Awareness versus those who didn’t see. On Past-Four-Week-Purchase there was an increase of 233.3% and 266.7% increase in Future-Purchase-Intent (DWB) amongst those people who saw the event.”


Client: Chesebrough-Pond’s.
Brand: Intensive Care Hand & Nail Lotion.
Research: Burke Market Research.

“Readers of the Event were significantly more likely than non-readers to recall all four copy points, additionally readers were significantly more likely than non-readers to have tried the lotion, to have repeated buying it and to have purchased the brand recently.


Client: Rexona (Unilever).
Brand: Vaseline Intensive Care.
Research: AGB.

“Prompted-Brand-Product-Awareness increased at the rate of 31.5% among people seeing the Event, similarly and increase in Past-Four-Week-Purchase +90% and in increase of 81.8% Definitely-Will-Buy was recorded.”


Client: Carter Wallace.
Brand: Dencorub & Dencorub Ice (Muscle Pain Relief).
Research: AGB.

“Quite dramatic increases in Prompted-Brand-Awareness and in the Past-Four-Week-Purchase and Next-Four-Week-Purchase-Intention (DWB) occurred amongst main grocery buyers. These range from 55.6% to 120%.”


Client: Carter Wallace.
Brand: Nair Hair Remover.
Research: AGB.


“Research again indicates that those who saw the Event had greater levels of Brand-Advertising-Awareness +161.1%; Past-Purchase-Behaviour +100% and also Future-Purchase-Behaviour +60% over people not exposed.”

Would you like more information as to the effecacy of interactive Communication?
Please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Accountability

measuring the effect of one exposure to an interactive “Event”
vs.
exposure to the “frequency” model.


Client: British Airways.
Brand: British Airways.
Category: Airline Flight.
Research: City Insights.

Airline Last Used has increased from 67% to 77%. Always choose to fly with BA and recommend to friend and colleagues’ increases from 24% to 31%. Increase in those saying BA has the best Frequent Flyer programme increases from 47% to 58%.



Client: Reckitt & Colman.
Brand: Setamol 500
Category: Analgesic.
Research: AGB

“Findings from this Post Event Survey shows impressive increases in scores for those who saw the Event in comparison for those who did not. Results are consistently superior in all three key market measures: Prompted-Brand-Awareness +92.6%, Past-Four-Week-Purchase +47% and Definitely-Will-Buy +47%.



Client: Warner Lambert.
Brand: Listerine.
Product Category: Mouthwash
Research: Market Intelligence Corporation.


“Gains in all key measurements were recorded among consumers exposed to the newspaper interactive event, versus those not exposed. These gains were: Unaided Awareness 39%, Aided 11%, Past-Four-Week-Purchase 55% and Next-Purchase 97%. This translates in total market gain of 8% for Unaided-Awareness; 2% gain in Aided-Awareness; 11% increase in Past-Four-Weeks-Purchase and 19% in Brand-Next-Purchase.”



Client: Warner Lambert.
Brand: Listerine.
In-Store Sampling Programme.
Research: Market Intelligence Corporation.

Research Protocol: Interactive Sampling was conducted in 6 stores with other 6 matched stores used as a control group where sampling was conducted without the interactive elements. Additionally, other stores that had no sampling programme at all were monitored. Purchase behaviour was monitored for three months. Actual inventory and cases sold were monitored.

“For the month of November (time of sampling and commencement of survey) an increase of 129% in actual purchase was obtained in those stores where the interactive sampling programme took place versus those (control) stores where the interactive sampling did not take place.

The average for the three month programme, November, December, January was a gain of 36% in purchase, versus those stores where the interactive programme was not held.”

Seeking more information? please visit: http://interactivetelevisionorinteractivetv.blogspot.com

TOTAL ACCOUNTABILITY!

Our Interactive Communication Programme has been extensively researched by independent research organisations in Australia, The United Kingdom, U.S.A. Japan, Singapore, New Zealand and The Philippines.

Numerous marketing research studies have been conducted to measure and document the sales impact of the IMG technique. In point of fact, measurements are always made on the incremental sales generated by each interactive ‘Event’ for every participating brand because the premise of IMG is on making advertising expenditure accountable. The results are presented to each client as a post evaluation.

To demonstrate the effectiveness of the technique we will be posting highlights from reports prepared by independent research companies in conjunction with past interactive programmes.

These will be posted on a daily basis.

Seeking further information then please visit: http://interactivetelevisionorinteractivetv.blogspot.com

Towards understanding human behaviour

One thing they NEVER taught you whilst working in an advertising agency…or a marketing department for that matter…
And that’s the human desire for interaction. If this had been taught and the lesson put into everyday practise then billions of pounds and dollars would never have been poured down the black hole of television advertising!
Interaction is not technology, it is human behaviour!



Are you seeking more information on interactive communicaion? Please visit:
http://interactivetelevisionorinteractivetv.blogspot.com

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ARMED WITH A LITTLE TECHNICAL KNOWLEDGE

Your customers can now air their gripes and you can do nothing to stop it!

Their gripe sites can make for uncomfortable reading however you must talk to your customer and attempt to deal with their problem.
We know just how to do that.

Seeking more information on interactive communication? Please take time and visit: http://interactivetelevisionorinteractivetv.blogspot.com
http://quickregister.net

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http://www.quickregister.net

YOUR CUSTOMERS DEMAND THAT

you shut up and listen for a change!

You may even find the experience liberating!

Our vast experience preparing Interactive “Events” has told us that your customers have a hell of a lot to contribute.

SO PLEASE STOP TALKING AND LISTEN…YOU’LL BE VERY SURPRISED


Do you seek more information on genuine interaction? visit http://interactivetelevisionorinteractivetv.blogspot.com
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Consumers today encounter

from 3,500 to 5,000 marketing messages a day vs. 500 to 2,000 in the 1970s.


The result: There are so many ads out there today to an extent never before realised. No matter how many more ads out there, it’s not going to work…because it’s not registering!

Finally, finally, the whole dismal story is emerging, the biggest confidence trick in this or any other century is, finally, being exposed.

The confidence trick of Advertising!

Nowadays the problem is so bad that serious discussions about accountability never occur, advertising could never be totally accountable because it never worked to the extent believed – period.

The huge problem of clutter was never seriously addressed, as they had no answer for the problem. Meanwhile the swine lavishly ate at the Clients table and then laughed all the way to the bank.


http://www.quickregister.net

Would you like more information? Please visit:
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The erroneous model of communication- as seen by Advertising Agencies!

Most advertising today depends on a single-step communications model. A message sender – the message – receiver.

This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.

In this case if the advertisement is creatively prepared and sent through the right medium and, if it cuts through all the other noise, and then if it is decoded correctly the advertisement has done its job!

Dealing with the future will require significant changes in the ad industry. Media research- how advertisers measure what people watch and how they respond to ads-will have to get considerably savvier about gauging media consumption habits. Creative ad teams will have to understand the communication process better and then make involving ads that people are actually interested in reading/watching.




Would you like more information? Please visit:
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