Please fill in your details below to access this file

How the complexity and duration of an advertising campaign influences effectiveness

Advertising campaigns are more effective when they target a broad audience and run for some time, according to a study of the winners of the Australian Effie Awards run by the Communciations Council. Marketing consultant Rob Brittain has used the Effies database in Australia to dig out more insights into why some campaigns work better than others.

By Chris Pash
Published adnews.com.au

Share this article

More like this

Over TV? Not by a long shot

News / Articles of Interest / 23rd Nov 2020

Over TV? Not by a long shot

By Kim Portrate, CEO ThinkTV Published adnews.com.au If you think TV was popular during the pandemic, wait until you see what’s yet to come says ThinkTV’s Kim Portrate. Australians have […]

Accent Group CEO: How we’ve made it through Covid

News / Articles of Interest / 29th Sep 2020

Accent Group CEO: How we’ve made it through Covid

By Daniel Agostinelli, CEO Accent Group Published insideretail.com.au According to Accent Group CEO Daniel Agostinelli, the footwear business is on track to emerge from the pandemic stronger than ever. Agostinelli […]

TV sits centre stage in Australian’s hearts and homes

News / Articles of Interest / 8th Sep 2020

TV sits centre stage in Australian’s hearts and homes

By Kim Portrate, CEO ThinkTV Published adnews.com.au In a year defined by uncertainty, one thing you can count on is the enduring power of TV. Kim Portrate explains. If there […]

Attention matters in advertising, and part of the answer lies in screen real estate

News / Articles of Interest / 18th Aug 2020

Attention matters in advertising, and part of the answer lies in screen real estate

By Kim Portrate, CEO ThinkTV Published mumbrella.com.au If attention is a currency, some advertisers are paying for nothing, especially if people can’t see their ads, as Kim Portrate explains. It’s […]

MFA TV Foundations course launches to train industry on ‘changes in the way TV is traded’

News / Articles of Interest / 21st Jul 2020

MFA TV Foundations course launches to train industry on ‘changes in the way TV is traded’

By Brittney Rigby Published mumbrella.com.au The Media Federation of Australia (MFA) has launched a new, 10-week course to address the “rapidly changing nature of TV advertising” and “upcoming changes in […]

Mi3 podcast: premium content audiences at all time high

News / Articles of Interest / 16th Jun 2020

Mi3 podcast: premium content audiences at all time high

Published mi3.com.au The audiences of Australian TV, news media and premium digital platforms have never been stronger with viewership and subscriptions up and a new baseline of engagement established off […]

How can you influence consumer behaviour in a post-COVID world?

News / Articles of Interest / 1st Jun 2020

How can you influence consumer behaviour in a post-COVID world?

Published adnews.com.au With their usual choices unavailable during the pandemic, consumers turned to new brands disrupting long-held loyalties. So how can brands be included in this consideration set or stay […]

It’s all about content as networks prep H2 2020

News / Articles of Interest / 27th May 2020

It’s all about content as networks prep H2 2020

Published mediaweek.com.au ThinkTV’s Kim Portrate tells Mediaweek that Australia’s TV broadcasters are just getting started with hundreds of hours of content yet to come in 2020 Click here for more

Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

News / Marketing during a crisis / 18th May 2020

Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

Published mi3.com.au By Orlando Wood There has been no reduction in advertising’s ability to connect with people despite research showing the general deterioration of mood across the globe. Click here […]

Lockdown paint advertising campaign is truly an inspiration

News / Marketing during a crisis / 18th May 2020

Lockdown paint advertising campaign is truly an inspiration

By simply staying on air during the pandemic, Inspiration Paint’s retail sales are up 65% compared to the same period last year. By Mark Ritson Published theaustralian.com.au