21% growth in a declining industry

consider billboards in your communication mix Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the second of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. […]

consider billboards in your communication mix Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the second of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. BILLBOARDS Traditional advertising is in decline. Newspaper advertising is declining at a rate of 17% per annum, magazine advertising is declining at a rate of 18% per annum, and television advertising is in decline at around 5% per annum. The only exceptions appear to be radio, which is almost stagnant, and billboards – the use of which is increasing. Recent research suggests that billboard advertising expenditure has increased by more than 21% since 2010. This research also reports that there are 85,000 panels in Australia in an industry that employs some 3100 people and generates…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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