TV advertising and creativity: a bitesize guide

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

BWP Group's Adam Wilson presents the latest Bitsize video.

Taking a media-neutral and channel-agnostic approach to delivering a brand’s business objectives is really important, yet TV still remains a hugely effective medium for broad scale awareness – particularly when it works in tandem with other activity.

Perceptions remain though that broadcast is predominantly unachievable for most companies and their marketing budgets. However, the reality is actually very different and there are many different guises and tactics that can be considered to get their brand onto the box.

Negotiating a great deal about how the media is spent is only one piece of the pie, though – there are other key considerations to ensure the stickiness of the message and brand.

In the second part of our BWP Bitesize video series, we turn our attention to those considerations...

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