Hierarchical response models: Do they have a place in planning an IMC program?

Posted in: Academics, Marketing on December 19th, 2014

Note: this is a short essay I wrote for an Integrated Marketing Communications course I took in 2013 and has been slightly modified to suit this blog. It is based on theory in the course text –¬†Advertising and Promotion: An Integrated Marketing Communications Perspective –¬†by George and Michael Belch. A hierarchical response model allows marketers … read more

5 Steps to a Conversion Friendly Website

Posted in: Marketing, Work on March 7th, 2012

So you’ve got yourself a fancy schmancy website with all the bells and whistles, the graphics reminiscent of Van Gogh’s Irises and your content worthy of a Pulitzer. Let’s assume you are generating traffic, you have setup goals in your preferred web analytics tool and you are seeing some conversions (product purchases, lead generations etc). … read more

5 Marketing Lessons My Grandmother Taught Me

Posted in: Marketing, Work on March 1st, 2011

My grandmother was a schoolteacher who, in her later years, spent most of her time shopping for bargains, doing crosswords and chatting online. As a youngster, I used to think she was a little crazy, but as I grow older I realise her views on life were in fact marketing gospel. The Proof is in … read more