Erik du Plessis
MB knowledge
As a lecturer I found it amazing how difficult it is to find good material for the students that are based on empirical findings.
Most research companies treat their knowledge in a proprietara way seldom showing their databases.
Millward Brown makes their knowledge available on their website, as a contribution to the industry they serve.
You can download some very valiable artices here.
Most research companies treat their knowledge in a proprietara way seldom showing their databases.
Millward Brown makes their knowledge available on their website, as a contribution to the industry they serve.
You can download some very valiable artices here.
Students need relevant information for many assignments.
Here are some great papers covering nearly every aspect of marketing!
Here are some great papers covering nearly every aspect of marketing!
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How can advertising be used to deliver long term growth?
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Should I use humor in advertising?
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Advertising in a low interest category
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Can copy testing accurately predict advertising effectiveness?
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What makes an ad persuasive?
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What are the most successful routes for advertising to children?
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Targeting the over-50s market
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Is there value in comparative advertising?
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Why is it so difficult to produce world class international advertising?
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How to make the most of multimedia advertising
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The value of advertising a launch
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The role of emotion in driving brand equity
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Strong brands drive strong financial performance
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Successful brands are rooted in a great brand experience
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Five steps to brand growth
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What happens when brands go dark?
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Managing the brand as an intangible asset
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Making the most of your brands
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Issues to consider when stretching your brand
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The Power of Umbrella Branding
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Putting a financial value on your brand plan
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Managing your brand in a recession
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Price promotions: how to make them work for your brand
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How should I improve the image of my brand?
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What are the main influences on purchase decisions?
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How do I successfully advertise a variant?
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Can sponsorship be effective?
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How do I maximize my print budget?
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Using consumer sales promotions to benefit the brand
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How to maximise the return from your online display advertising
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Making the most of radio advertising
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Using Web sites as part of the marketing mix
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Do TV ads "wear out" with repeated showings?
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Improving the branding of your TV advertising
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What time lengths should I use for my TV campaign?
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Do TV ads work harder as they "wear in"?
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What are the benefits of celebrity-based campaigns?
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Product demonstrations: how to make them work in TV ads
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How to make the best use of music in an ad
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What makes a great TV ad?
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Using cut-downs to stretch your budget further
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