Captivating audience
Few would argue that brand awareness is critical to any business but choosing the right medium to get the message across is less straightforward. Jenny Hinds explains how an integrated marketing and advertising approach is the most effective and offers some tips on how to measure the success of a campaign
Imagine booking a holiday, searching for flights online and being presented with two options. Both are to the desired destination, at similar times from a local airport, and both are priced the same. One is operated by British Airways, the other by Reese Airlines. The chances are, unless you have had a very negative experience with BA, you would choose their flight. Why? Simply because you have heard of them.
There are various ways to market a business and, to ensure maximum effectiveness, you
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