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Expert Opinion


Marketing in a Technical Recession – why brands should advertise in the mall environment
31 Aug 2017

One of the burning issues at the moment is that we are in a technical recession. Any marketer would be forgiven for getting a fright: “recession” is one of those economic terms that strikes fear into the heart of the consumer, affecting the consumer mindset and spilling over, usually negatively, into their shopping behaviours.

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The Critical Role Of Out-Of-Home In The Marketing Mix.
17 Aug 2017

With almost two-thirds of all consumer purchases made within half an hour of being exposed to Out-of-Home advertising, it’s time to revisit the critical role the medium plays in the broader marketing mix. Roadside Outdoor Audience Data (ROAD) now provides rich data on the consumption and impact of billboards, and integrated with other media stats allows brands to further craft effective, integrated campaigns.

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Why Marketers Shouldn’t Look Past OOH
17 Aug 2017

In this guest piece, Posterscope business executive Theodore Buscemi (pictured above) explains why marketers shouldn’t look past the out-of-home media channel to control how their brand appears in market.

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Harnessing the power of the public to Add Hope
07 Jun 2017

At a Primedia Outdoor private seminar earlier this year, Prof John Simpson of the UCT Unilever institute referred to the KFC Add Hope campaign as an example of an initiative that enables customers to contribute to the greater good. Increasingly, he noted, consumers are looking for ways to make a meaningful difference: KFC’s Add Hope asks customers to add a R2 donation to the cost of their meal, thereby supporting a programme providing nutritious meals to hungry children around South Africa.

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Understanding and engaging the stokvel market:
18 May 2017

The term stokvel originated from local stock fairs in the Eastern Cape in which five to 50 members of colleagues, family, and friends pooled resources to trade livestock with English settlers.

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Did your friend make you buy that?
13 Oct 2016

Operating in the media arena, I have been privileged enough to have been exposed to a lot of ground breaking and innovative media types, in fact we have an abundance of entrepreneurial media owners in South Africa, but just how influential is advertising versus peer to peer recommendations?

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Choosing an Activations Agency - what brands should know
18 Aug 2016

Peter Kohlöffel of ProActive™ shares his insights on what brands should be asking their activations agency.

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