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  • How to take full advantage of the current recession | Telmar France - the FUTURE of Media Planning
    advertising campaigns that will yield you recession beating results It s important to keep ahead of the game in a recession especially in your advertising and promotional efforts As a first step it s critical to understand consumer spending According to marketing doyen Philip Kotler as household incomes fall during the course of a recession consumers go through several stages of adjustment namely Denial Cut Trim Anger Despair and Resignation By keeping close to your customers you ll be in tune with their current psychological state and in an excellent position to tailor your advertising initiatives accordingly Should you cut advertising spend Here we draw on the experience of Tony Hillier and Marilyn Baxter who studied the business performance of 1 000 companies They concluded that The natural reaction of many businesses experiencing a downturn in their revenue is to cut costs in areas like advertising and promotion Our findings prove that they should do exactly the opposite if they are to ride out a recession and thrive thereafter The data shows that businesses which increased marketing spend were not significantly less profitable during recession However their profits increased dramatically faster once recovery started unlike cutters of marketing spend whose profitability actually fell when recovery began Furthermore businesses which increased marketing spend in recession gained market share three times as fast as cutters once recovery began Making the most of the downturn Dr Simon Broadbent advocates taking advantage of tough times to turn the screw on your rivals Budget slashing is no answer even maintaining your level of spend can give you a major competitive advantage During bad times you can enjoy greater relative share of voice Effective actions can be taken to develop new media and new messages attuning them to your consumer s state of mind It can

    Original URL path: http://www.telmar.fr/how-to-take-full-advantage-of-the-current-recession (2015-12-30)
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  • admin | Telmar France - the FUTURE of Media Planning - Part 2
    and Tobago Turkey Uganda Ukraine United Arab Emirates United Kingdom United States Venezuela Worldwide About Telmar Telmar for MARKETERS AND AGENCIES Telmar for MEDIA SELLERS Contact javset Alliance Between Telmar Mereo Makes Revenue Management Global Posted by admin on April 8 2010 Leave a Comment Media Owners in All Categories Will Be Able To Easily Predict and Maximize Revenue NEW YORK and PARIS FRANCE March 30 2010 Telmar a global supplier of advertising media information software and services today announced an alliance with mereo S A S a leading provider in the field of revenue optimization and business intelligence The alliance brings mereo s unique revenue management optimization software and expertise in the Print Broadcast and Outdoor categories to Telmar s existing revenue management offerings While mereo continues to market its Outdoor and Print solutions in France together the two companies will offer revenue management to media owners of Outdoor Radio Print TV and Internet around the globe Read more Filed under Telmar News Tagged with Postar Signs with Telmar UK for New Out of Home Software Posted by admin on March 24 2010 Leave a Comment Postar appoints Telmar in move set to transform outdoor planning In a move that is set to transform the planning process for outdoor Postar the uk s audience research body for out of home has today awarded the contract for its planning systems to Telmar The company was selected following a keenly fought competitive tender Read more Filed under Telmar News Tagged with Russia Today TV Posted by admin on February 3 2010 Leave a Comment Telmar has been in Western Eastern Europe for over 30 years and is pleased to welcome its first Russian Client Read more Filed under Telmar News Tagged with Previous Page Recent Comments Categories Big Ideas Media Guru

    Original URL path: http://www.telmar.fr/author/admin/page/2 (2015-12-30)
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  • sarah | Telmar France - the FUTURE of Media Planning
    businesses free up ad space and increase revenue for any media Moreover RM solutions can help publishers and advertising agencies negotiate more effectively adding more value to both parties No human mind could possibly track all the demands and cancellations of every client over time Even if you think you can you often provide inflated discounts to certain clients while wrongly punishing others RM systems record behavior make projections and offer pricing models based on constantly updated information The result is that loyal clients will be rewarded and receive discounts based on actual versus perceived value For example let s say Client A buys 10 percent of the available ad space early in a TV season but always cancels 3 percent at the last minute Let s say Client B will pay more and rarely cancels Our solutions will warn the sales house not to accept the first offer of Client A in order to retain some of the ad space for B How can this apply to new technology The iPad soon to be accompanied by various other fancy handheld ways of consuming the work of publishers will force publishers to adapt quickly The Economist has been successfully making the transformation it remains a subscription only publication and has the most subscribers of any online publication via the iPad In fact the magazine is willing to go 100 percent digital if that s what the world demands At a media conference in 2009 The Economist announced its uncertainty about maintaining a print addition in five years This means that all revenue will have to come from subscriptions and digital advertising RM can help the magazine through digital channels as successfully as it can via print Apple s iPad and other devices may even provide better tracking information making the system s recommendations that much more powerful Advertisers will always want to be where there are eyeballs and credit cards and these are both still everywhere Loyal affluent readers remain glued to The Economist RM solutions can help online publishers quantify the value of their advertising across all media from banner ads to pay per click ads Their ad space still has value and adding other metrics allows us to simply deepen the solution All the demands for ad space are fed directly into the system updating constantly and reallocating the ads to ensure that reach goals are met In this sense online media becomes more like television With more immediate feedback on readership similar to overnight ratings publishers and advertisers will be able to know if a given campaign reached the numbers assumed and if they reached their target number of clicks They can manage the campaign live extending it to reach optimum numbers or retracting if the ad flops Advertisers and publishers can adjust in real time and agencies can help them do this with RM tools For agencies today the majority of print planning relies on surveys conducted often no more than two times per year TV

    Original URL path: http://www.telmar.fr/author/sarah (2015-12-30)
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