Category: advertising
Advertising Frequency: Krugman’s Three Exposure Theory
Herbert Krugman’s advertising frequency theory says three ad exposures is enough. But is that still true? Here is what the research says for your business.
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Why Owner‑Managed Businesses Struggle with Digital Marketing
Most owner-managed businesses still make marketing decisions based on gut feel, habit and hearsay – not evidence. I’ve just published a new paper looking at how OMBs and SMEs really decide between online and offline marketing – and what that means for sectors like construction, retail and professional services. Drawing on UK government research and…
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Why Yo-Yo Marketing Destroys Medium-Sized Businesses
Here is why yo-yo marketing destroys medium-sized businesses through lost momentum, market confusion, financial waste and how to build sustainable growth instead.
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When Economics Meets Mad Men: A Keynesian Revolution
Exploring how John Maynard Keynes’ theories could have transformed advertising by blending US creative genius with UK economic wisdom for prosperity.
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An Open Letter to Advertisers: Turn It Down
An open letter challenging advertisers about loud streaming adverts on YouTube and Amazon Prime Video that force viewers to mute commercials entirely.
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Rate Card Pricing and Discount Practices in UK Advertising
Traditional Media Discounting Patterns The UK advertising industry has historically operated on a significant discount structure. Media owners traditionally offered agencies a 15% discount on published rate cards, which was standard practice across traditional media channels[1][2]. This discount was originally intended to compensate agencies for pooling client budgets and reducing media outlets’ acquisition costs[2]. For…
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