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Why Tech Giants Rely on TV Advertising Over Their Beloved Digital

If you’ve been paying attention to the world of advertising for the past decade or so, you might have the impression that digital is where all the action is. In terms of buzz and trend fixation, that’s true. But when it comes to driving returns, the tried, true, and comparatively unsexy realm of television advertising still can’t be beat.

Are Big Brands Dying?

Big brands pay the salaries and provide investment returns for many millions of people via pension funds. So if anyone declares that big brands are dying they receive a great deal of attention.

There is quite a long history of such alarms, going back at least to 1993’s “Marlboro Friday”. Recently, there have been claims that big/global brands are losing to small/local brands. Theories have hastily been put forward why this might be, leading to marketing strategy recommendations.

But what is fact and what is fiction? And what strategies make sense for big brands? We report extensive new analyses along with the scientific research (published in peer-reviewed journals).

63: Byron Sharp tells us what branding is all about

This is the third and final instalment of Alan’s back-to-school podcast master class in marketing. This week, his conversation is with Byron Sharp, professor of marketing science at the University of South Australia.

Their conversation is far ranging, with Sharp touching on such topics as the scientific revolution — “It’s a wonderful thing, but it’s still got a long way to go.” — and the future of marketing — “The future belongs to the thinking marketers, rather than just the doers.”

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