Is Excess Share of Voice (ESOV) still effective?
Here I examine the validity of Excess Share of Voice (ESOV) for marketing planning and look at a range of new information in this area.
18/04/2023
Here I examine the validity of Excess Share of Voice (ESOV) for marketing planning and look at a range of new information in this area.
Deliveroo has recently delivered better than-forecast figures; based on a relentless focus on the customer, experience, proposition & comms.
I analyse the e-commerce environment & examine how brands can reach profitability, including if Primark was right not getting into e-commerce.
As brands battle with high inflation and consumers are caught in the cost of living crisis, can shrinkflation be the solution?
Super Bowl advertising costs a whopping $7m! Is there another way? Here I analyse the role of earned media to find the answer.
Here I make the case for advertising at the Super Bowl, despite the $7 million price tag for a 30 second slot.
Want to be a more commercially driven marketer? Put pricing at the heart of your marketing strategy. Here I show you how.
A super example of what is known as ‘a marketing case study in years to come’. Tesco helps Aldi to gain brand salience.
Somewhere along the way marketers, agencies and ad-land lost our way when it comes to the balance of creativity and commerciality in advertising. Consumed by fanfare, awards and caught up in the notion that we are the ‘creative’, rather than the ‘growth’ department. Exacerbating this, often we create advertising that
into Industry Giants.
Info@schoolofmarkting.co.uk
into Industry Giants.
Info@schoolofmarketing.co.uk