News & Blog

07Nov2017

GOT A CALL FROM THE DEPARTMENT OF JUSTICE

When I answered the phone it was a woman from the Department of Justice.  Sure!  I thought this was a prank call.  But then she went on to explain that the reason for the call was to set up a conference call with their lawyers to discuss the upcoming Tribune and Sinclair Broadcasting merger and the impact on my retail client in the Greensboro-High Point-Winston Salem market.   How interesting!  In my 35+ years of media buying handling some larger, Fortune 500 accounts, I've never been asked by the government about my opinion. . . .nor do I know anyone else in the industry that has.  What did they want to know?

24Jul2017

Is Your Corporate Brand a Verb?

As a marketing consultant one of my most memorable interviews with a new client was when asked his corporate goal, his desire was for his brand to become a verb. I have often thought about that comment.
Amazing how that works! How does a brand become a verb? Does the company originate the idea or does the public just gravitate to the name? For example, we may say 'Google this' yet we don't say 'Yahoo this', even though Yahoo was founded 3 years prior to Google. When you are about to sneeze, do you say 'Hand me a Kleenex' rather than 'Hand me a tissue'? Wanting an overnight delivery, would you say 'FedEx' or 'US Postal' ? For most, 'postal' has a very negative connotation for co-worker violence. 

24Jul2017

Four Secrets to Getting Results in Today's Retail Environment

The news headlines of retail store closings creates concerns about our economy . Well-established brands are closing a significant amount of stores. In 2017, JC Penny is closing 138 stores; Sears and K mart closing 265 stores; Macy's closing 68 stores; and Payless Shoe Source closing 512 with another 300 anticipated.

17Jul2017

Finding Your Advocates and Influencers Via Social Media

Not only can companies find consumers via social media, it's also a way to build brand advocates and influencers. People seek information about products and services through their friends, unbiased customer reviews, product information, exclusive offers and coupons. And, they willingly share information on Facebook, Twitter and other social media networks becoming advocates and influencers for their preferred brands.

07Jul2017

Do People Still Watch TV?

With the influx of cross-platform media, does the giant medium, television, still pull a major audience. Absolutely!

06Jul2017

An Easy and Important SEO Tool...Local Citations

Blogging achieves so many important benefits. The most obvious purpose is to provide fresh and relevant content to your website, thereby increasing opportunity for search engine optimization and reasons for visitors to come back to your website.

12Jun2017

THE IMPORTANCE OF BLOGS

Blogging achieves so many important benefits. The most obvious purpose is to provide fresh and relevant content to your website, thereby increasing opportunity for search engine optimization and reasons for visitors to come back to your website.

22Sep2015

Media Power Advertising's Website Wins Two Gold Communicator Awards

Endorsed by the Academy of Interactive & Visual Arts (AIVA), the Communicator Awards is the world's leading awards program recognizing innovative and impactful ideas in marketing and communications.

17Jul2015

WHEN DOES MEDIA PLANNING IMPACT STORE LOCATION?

In working with franchisors and retailers, one of the most important contributions Media Power has made to our clients is helping them determine media efficiency BEFORE they invest in a new location. A major factor that is often overlooked is the media plan.

03Jun2015

Is It True- TV and Radio do not pull results anymore?

At a meeting the other day, a retailer said to me "I quit doing television and radio advertising because it does not work anymore." My response was "All media works or they would not be in business. It is not your media buys that are no longer working, it's your media plan that is at fault."

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  • Have you ever wondered if you are really getting all the media exposure you pay for? Do you know where the hidden costs are if your staff or your ad agency is not skilled at forecasting rating points? Do you know how often the stations on your buy run the wrong traffic or fail to deliver the planned GRPs?

    Do your customers allow YOU to charge for products and services that weren't delivered as ordered? Do you know many ad agencies and advertisers do exactly that? You shouldn't pay for media that doesn't run as projected, negotiated and ordered; but you probably do if you aren't conducting media performance audits.

    One client hired MPA to conduct a sample audit of their in-house media department. They selected three markets- Dallas, Charlotte and Pittsburgh. We audited their entire process – from plans to buys, from invoices to payment vouchers.They advertised weekly entertainment events so it was important that spots run as ordered. Most radio stations demanded payment in advance because entertainment clients are considered "transient" advertisers.To our client's surprise (but not ours) the media performance audit revealed that not one single radio station ran their schedules as ordered. Traffic was wrong, critical days were missed, the number of spots varied, but the client was paying 100% for the advertising as ordered.

    I thought we were running a pretty tight operation until MPA conducted a performance audit. The annual impact of this slippage easily cost our company over $250,000 per year. We believe in the MPA way of guarding our money.

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