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...