TV’s emotional impact

  
 
In my previous post I listed some empirical evidence that shows that TV advertising is becoming increasingly effective. One of the reasons is that TV is a superior medium for driving emotional engagement. The role of emotional engagement in driving purchasing behavior has been hotly debated in the last couple of years. This is as [...]

How much should you spend on marketing?

 
 
A couple of weeks ago, McKinsey came out with the results of their study on “Measuring Marketing”.  In one of their questions they asked whether companies planned to change their marketing budget in the next 12 months.  The results are displayed below.
 
 
 

 
 
While the overall picture is negative, I was surprised by the spread of these [...]