Is December a bad time to buy ads?

Article Abstract:

The common belief that year-end advertisements are less effective was dispelled by data from studies of business-to-business advertising. Data from a 1993 study conducted by Inquiry Handling Services on advertising responses revealed that 8.6% of the total yearly responses happen during December. This figure is 3.6% higher than the average month, with 35.8% of the responses being spurred by advertising. Similarly, data from the US Dept of Commerce for 1992-1996 tracking of orders from manufacturers revealed that the average for December was the fourth highest month of the year.

Direct Mail Advertising, Direct Mail Advertising Svcs, Direct mail advertising services, Research, Statistics, Mail-order industry, Mail order business, United States. Department of Commerce, Business-to-business advertising, Business to business advertising, Seasonal variations (Economics), Inquiry Handling Service Inc.

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TECH ADVERTISERS RETRENCH AFTER MIXED RESULTS FOR BRAND CAMPAIGNS IN '98

Article Abstract:

The mixed results of many of the advertising campaigns in the high technology industry in 1998 has led many marketing executives to regroup and refocus their campaigns for 1999. Iomega Corp, Network Associates, and Oracle Corp, three companies which advertised in the 1998 Super Bowl Game, have decided not to return to the game in 1999. Many high tech companies are also, for a variety of reasons, changing their advertising agencies, as well, and rethinking their brand priorties, as well.

Advertising, Campaign Effectiveness, Magnetic and Optical Recording Media Manufacturing, New York, Electronic components, not elsewhere classified, Magnetic & Optical Media, Management, Electronic components industry, Advertising campaigns

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Communicating is essential: branding, market strategy at heart of agency/client relationship

Article Abstract:

IntelliQuest Inc.'s 1995 Technology Agency Media & Marketing Survey reveals that high technology companies are spending 72% of their advertising dollars on product-specific advertising and only 23% on corporate image advertising. This is a surprising finding because the results of the 1994 survey showed that 61% of marketing budgets was spent on product advertising, a figure that the surveyed advertising agencies said they expected to drop to around 58% in the next two years.

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