Marketing

Issue No. 24 - August/September 2005

Marketing Week 2005

Where does your dollar really work?

The advertiser’s eternal dilemma — where to spend the precious marketing budget — may become a little less painful after Roy Morgan Research CEO Michele Levine delivers her presentation at Marketing Week.

Roy Morgan Research has been examining direct marketing in the broad context of all media, though DM is typically set apart from TV, radio and print.

“During the past 12 months we have focused on how direct marketing fits into the landscape. We have been reassessing all of the trends in media, which predominantly revolve around the internet.”

The research has pointed up dramatic changes in TV and radio usage by advertisers and Roy Morgan was interested to see what part direct marketing plays in this new arrangement. Michele envisons massive convergence, with even telecommunications taking its place in the marketing firmament.

“The mobile phone is very close to being able to display TV,” she says.

“The media landscape is about all th...

The rest of this article is available to in-business subscribers.
If you are a subscriber, please log in - click here.

Established in 2001, in-business is South Australia's leading independent local business knowledge source. We offer subscribers:

• a high quality bi-monthly magazine
• password access to our complete archives online from Issue 1
• regular SNAPSHOTS eNewsletter
• optional listing in our magazine business services directory called 'the team'

in-business has become one of South Australia's best networking packages delivering readers untold business opportunities.

To subscribe click here, or to receive a free trial copy click here.