68-647: Thinkbox is the marketing body for commercial TV in the UK. Its shareholders are Channel 4 , ITV , Sky Media and UKTV . Together Thinkbox's shareholders represent over 99% of commercial TV advertising revenue through their owned and partner TV channels. Thinkbox's Associate Members are Disney , TAM Ireland, Think TV (Australia), thinktv (Canada), TVN Media (Poland), TV Globo (Brazil), Tenk TV (Norway), DSTv (South Africa), and Virgin Media . Discovery Networks UK & Ireland and STV also give direct financial support. Thinkbox
136-540: A media , market research , or advertising agency . Sometimes, a trade association or government agency (such as the Agricultural Marketing Service ) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. Got Milk? ), food from a specific area, or a city or region as a tourism destination. Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines
204-459: A virtual organisation , lacking both a dedicated executive body and physical headquarters. Instead of a dedicated executive, the staff working on the project were overseen by a committee consisting of representatives of each of the eight member organisations, and Thinkbox was initially chaired by ITV's Justin Sampson. However, this structure – particularly the lack of an executive body – was met with
272-616: A business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence. Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns. Examples of products sold through B2B marketing include: The four major categories of B2B product purchasers are: Business-to-consumer marketing, or B2C marketing, refers to
340-492: A company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media: Red Brick Road Red Brick Road is a Clerkenwell , London based advertising agency. It is best known for producing advertisements for Tesco during the late 2000s, including the well known slogan "Every little helps". The company was created in 2006 by retired Lowe Worldwide executive Sir Frank Lowe and Paul Weinberger. It
408-489: A competitive advantage". For instance, the Chartered Institute of Marketing defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably". In the past, marketing practice tended to be seen as a creative industry, which included advertising , distribution and selling , and even today many parts of
476-488: A concrete process that can be followed to create a marketing plan . The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith 's book The Wealth of Nations but would not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related. Given
544-484: A degree of criticism from both inside and outside the organisation. Things changed in 2006. Following Samson's departure from ITV, the role of chair was passed to Channel 4's Andy Barnes and Tess Alps was appointed as the chief executive officer in April of that year. In particular, the appointment of Alps was seen as a positive move by industry commentators: her experience with PHD[?] suggested that she would already be aware of
612-408: A managerial approach that covered analysis , consumer behavior , market research , market segmentation , and planning . Phillip Kotler , popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners. One of the limitations of the 4Ps approach is its emphasis on an inside-out view. An inside-out approach
680-412: A market. In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way. The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing. B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards
748-657: A model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either promotion or as part of
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#1732870004939816-416: A more consumer-orientated version of the 4 Ps that attempts to better fit the movement from mass marketing to niche marketing . Consumer (or client) The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer. Cost Cost refers to what is exchanged in return for the product. Cost mainly consists of
884-476: A multiplicity of new markets. Market segmentation can be defined in terms of the STP acronym, meaning Segmentation, Targeting, and Positioning . Segmentation involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include: Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The DAMP acronym
952-458: A number of industry awards for its research and marketing initiatives. Thinkbox was named Media360’s Industry Body of the Decade and its TV advertising, particularly that featuring ‘Harvey’ the dog, has won many awards. Thinkbox’s most recent TV ad – ‘Tooth Fairy’ – can be seen on screens currently and is the sixth TV ad campaign from Thinkbox. Thinkbox is a member of The Global TV Group ,
1020-450: A result, the next conference was held in 2007. Thinkbox hosts a rolling programme of events designed to help people understand how to get the best of TV. The events are often held to launch new Thinkbox research. Recent events include 'Screen Life: TV in Demand', 'TV Nation', 'POETIC: connecting paid, owned and earned media', 'TV Creativity: the art of the heart', and 'Advertising Effectiveness:
1088-432: A section to the marketing mix. The 4Ps refers to four broad categories of marketing decisions, namely: product , price , promotion , and place . The origins of the 4 Ps can be traced to the late 1940s. The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton. The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within
1156-508: A series of training courses. The courses are aimed primarily at people who have recently joined a media agency, advertising agency or advertiser but are also available to new starters at broadcasters or sales houses. In 2020 Thinkbox launched TV Masters, a free and fully accredited online training course in TV advertising . It was designed in collaboration with broadcasters, agencies and advertisers to help boost critical skills and knowledge across
1224-460: A study into "Generation Whatever", looking at the lives of young people and their media consumption ; an analysis of attitudes towards online TV and how it works with established broadcast TV.; a study with Mediacom examining the impact of television on immediate web response and other short-term response channels; a joint study with the IPA which analysed the correlation between campaigns' performance across
1292-489: A wide range of the world's most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank between 2000 and 2008; a 'TV Together' study that explored the shared viewing experience and the phenomenon of social networking in relation to TV; and a 'Tellyporting' study with Decipher, which involved equipping families with
1360-484: Is a subset of marketing research. (Avoiding the word consumer, which shows up in both, market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness). The stages of research include: Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in
1428-422: Is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing
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#17328700049391496-544: Is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years. The interests of "society at large" were added into
1564-420: Is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of
1632-401: Is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders. In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer. From
1700-410: Is used as criteria to gauge the viability of a target market. The elements of DAMP are: The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are: Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from
1768-621: The Social Sciences Citation Index and an h-index of more than 130 in the SCImago Journal Rank are These are also designated as Premier AMA Journals by the American Marketing Association. Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects. The process
1836-515: The sales process engineering perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction". Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating
1904-590: The BTAAs, and the APA – was launched in May 2009, with a roadblock advertisement presented across multiple channels. In September 2010 Thinkbox launched its second TV advertising campaign, featuring a couple visiting a dogs' home to choose a dog to adopt. They encounter a dog called Harvey, played by Sykes , who has made a TV ad. Harvey turns on a TV behind him which plays out an ad showcasing his amazing skills such as playing chess, doing
1972-518: The Year by ITV viewers in December 2010. In May 2012 Thinkbox launched a third TV campaign featuring Harvey the dog. In this new ad, Harvey used emotional story-telling to change his owner's behaviour dramatically and persuade him not to throw away his best friend and constant companion, a stuffed toy called Rabbit. It opens at the moment that Harvey’s owner is about to put the well-worn, slobber-covered Rabbit in
2040-423: The basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes." Needs-based segmentation (also known as benefit segmentation ) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment
2108-449: The bin while Harvey is apparently not around. Harvey suddenly appears and plays a TV ad telling the story of how he and Rabbit became friends and the scrapes they’ve got into together over the years. Thinkbox's fourth TV ad was in 2014 - "Harvey and Harmony" - and again featured Harvey the dog, this time telling the story of how he used the power of TV advertising to persuade his owner to let the love of his life come and live with them. This
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2176-399: The case of services marketing . Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing. In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990. His classification is
2244-404: The centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential: Marketing research , conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs . Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on
2312-765: The company. The agency's new management team claims to have a positive outlook about its future. In 2018, Red Brick Road launched a standalone sister data agency called Emerald. The agency's best known client was the supermarket chain Tesco , and Weinberger created their slogan "Every little helps". Red Brick Road designed the Christmas 2011 campaign, which featured shots of various people preparing for Christmas in 12 different towns. Red Brick Road has managed several other campaigns, including multinational conglomerate Suzuki and drinks manufacturers Jägermeister , Rémy Martin , Magners , Bulmers and Heineken . In 2018, one of
2380-428: The competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering. The promotional mix outlines how
2448-488: The consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process", and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return". A related definition, from
2516-408: The consumer to attain the product, thus making them more likely to do so. Communication Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media. The term "marketing environment" relates to all of
2584-487: The creation of the "Demand Generator", the first freely available industry planning tool that puts meaningful econometric data in the hands of advertisers of all shapes and sizes; and the award-winning "Profit Ability: the business case for advertising" (2018) by Ebiquity and Gain Theory which quantified advertising's short and long term business impact. Previous Thinkbox research studies include: "A Matter of Time", which explored
2652-478: The definition in 2008. The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers". The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing. Recent definitions of marketing place more emphasis on
2720-480: The end of 2020. Thinkbox's activities include supporting research into aspects of marketing using television, supporting various television and advertising marketing awards (including their regular creativity awards, The Thinkboxes , and the IPA Effectiveness Awards ) , running a series of events and training programs, and providing information to marketers about television advertising. Thinkbox has won
2788-457: The factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are: Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge
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2856-533: The impact of time length in TV advertising; "As seen on TV", which looked at how TV supercharges small business growth; a joint study with the Internet Advertising Bureau (UK) looking at how TV and online advertising work together; an in-depth analysis of how TV sponsorship works; an engagement study examining how consumers engage with TV ads; several "payback" studies examining the impact of TV advertising on long- and short-term sales and brand equity;
2924-416: The industry. TV Masters draws from a rich databank of academic research, industry studies, thought leadership, brand case studies, and practical media and marketing expertise. It is split into six modules: All about viewing, All about ads, Planning and buying TV, Advertising effectiveness, TV partnerships, and Advanced TV advertising. Just a week after its launch on 12 October 2020, over 2,000 people from across
2992-650: The informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America. The Global TV Group is a forum for sharing knowledge, exchanging best practice and collating global TV intelligence Thinkbox was founded in February 2005, by a consortium of eight media companies: Channel 4 , Five , GMTV , Sky Media , IDS, ITV , Turner Media Innovations, Viacom Brand Solutions . Thinkbox's budget
3060-588: The latest TV technologies to study their impact on TV viewing behaviour. In 2007 Thinkbox, in combination with Campaign and MediaWeek , announced the formation of the TV Planning Awards . The awards were first granted in 2008. In addition, monthly awards, called the Thinkboxes , were inaugurated in May 2008. Working in conjunction with Haymarket Brand Media , the awards are judged by a "Thinkbox Creative Academy" consisting of approximately 100 representatives of
3128-435: The long and short of it' Marketing Marketing is the act of satisfying and retaining customers . It is one of the primary components of business management and commerce . Marketing is typically conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses ( B2B ) or directly to consumers ( B2C ). Sometimes tasks are contracted to dedicated marketing firms, like
3196-1016: The major Televisionaries conference in 2008. http://www.campaignlive.co.uk/analysis/866008/ In February 2011, Lindsey Clay became Thinkbox's first Managing Director having previously been the organisation's Marketing Director. In May 2012 Thinkbox announced that Tess Alps would become its Executive Chair and that the Chair of the Thinkbox board would pass to a different shareholder director every year. Lindsey Clay became CEO. Thinkbox commission and produces regular research focused on issues and trends surrounding television advertising and viewing habits. Recent studies include "Signalling Success" (2020), an analysis of advertising's signalling effect which revealed how media channels differ in their ability to communicate vital brand signs; "Demand Generation" (2019), an award-winning meta-analysis of econometric models conducted by WPP’s MediaCom, Wavemaker and Gain Theory, which resulted in
3264-415: The major benefit of this type of business model is that it offers a company a competitive advantage in the market. Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and
3332-825: The marketing and advertising industries, and are focused on awarding creativity in regard to television advertising. Thinkbox is involved sponsoring a number of different industry awards, including the IPA Effectiveness Awards, ISBA , The British Arrows. Initially campaign development was handled in-house, but in 2007 Thinkbox decided to engage an outside agency. The result was the hiring of Red Brick Road , who were engaged to handle Thinkbox's advertising, online and direct marketing requirements. In 2008 Thinkbox went further, hiring MediaCom to handle their media buying and planning, as well as to provide strategic advice. Under this new approach, Thinkbox's first television advertising campaign – which went on to be awarded by D&AD,
3400-506: The marketing environment. To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in
3468-418: The marketing process (e.g. product design , art director , brand management , advertising, inbound marketing, copywriting etc.) involve the use of the creative arts. However, because marketing makes extensive use of social sciences , psychology , sociology , mathematics , economics , anthropology and neuroscience , the profession is now widely recognized as a science. Marketing science has developed
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#17328700049393536-462: The media and marketing industry signed up to Thinkbox’s TV Masters training course. 2,000 was the target for its first year. The first major event funded by Thinkbox was the 2005 "Thinkbox Experience" – a short conference that was attended by approximately 600 delegates and which was generally well received by the industry. A second Thinkbox Experience was not held in 2006, as the organisation decided to direct their efforts towards research that year. As
3604-474: The monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product. Convenience Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for
3672-458: The nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research
3740-484: The new structure, ITV had gained additional voting power and a veto). Shortly after the departure of IDS, the remaining seven organisations increased the funding being provided to Thinkbox – although the exact figure was not available at the time, it was said to be "substantially bigger" that the £3m which the organisation had been operating with prior to the increase. In spite of rumours in the first half of 2007 that ITV were considering removing their support from Thinkbox,
3808-417: The place (i.e., distribution) element. Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap. Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of
3876-420: The precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows: A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes
3944-450: The remaining seven companies continued to be a part of the organisation. Since the beginning of 2007 Thinkbox established permanent staff and hired Red Brick Road and MediaCom to handle advertising, media buying and strategic consultancy, and they released their first television advertisements. They also inaugurated the annual TV Planning Awards and the monthly Thinkboxes , ran the second of their Thinkbox Experience conferences, as well as
4012-399: The school run, cooking, ironing, and cleaning windows. Harvey's ad ends with the line 'Every home needs a Harvey'. The soundtrack to the ad is Bachman-Turner Overdrive 's 1974 classic You Ain't Seen Nothin' Yet . The ad ends with the lines 'Discover the power of TV advertising at www.thinkbox.tv' and 'Television: where brands get their breaks’. The ad featuring Harvey the dog was voted Ad of
4080-530: The sharing economy. The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods. A marketing orientation has been defined as a "philosophy of business management." or "a corporate state of mind" or as an "organizational culture." Although scholars continue to debate
4148-466: The specifics of the product and how it will be sold, including the channels that will be used to advertise the product, is affected by the environment surrounding the product, the results of marketing research and market research , and the characteristics of the product's target market. Once these factors are determined, marketers must then decide what methods of promoting the product, including use of coupons and other price inducements. Marketing
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#17328700049394216-460: The tactics and strategies in which a company promotes its products and services to individual people. Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.< Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It
4284-581: The transformative effect TV advertising has on a business. Only this is not your average business; it’s the Tooth Fairy’s business. The ad tells the story of the Tooth Fairy’s struggle to build her collections and deliveries business until her decision to advertise on TV takes it to a whole new level. Thinkbox's content team produce films on TV and TV advertising, many of which can be watched on its website. Thinkbox hosts events on TV advertising featuring well-known industry figures. Thinkbox's planning team runs
4352-506: The various personalities and agendas in play, which was highly relevant given the "varying agendas" of the member organisations and the potential for dissent. Some of this potential for dissent was realised later that year, when, in August 2006, IDS left the consortium. In a statement after its departure, IDS accused Thinkbox of giving in to ITV demands, moving away from a one-member, one-vote model to one which provided greater weight to ITV. (Under
4420-497: Was launched in February 2005 with a consortium consisting of eight companies, and was initially run as a virtual organisation . In 2006 the group changed direction, hiring Tess Alps as the CEO and undergoing significant internal changes, including the loss of one of the original eight companies involved in creating the organisation. After Lindsey Clay became Thinkbox's CEO in 2013, Tess Alps became Thinkbox Chair. Alps retired from Thinkbox at
4488-558: Was named after the route that Dorothy refused to follow in The Wizard of Oz . Lowe retired in 2009, while remaining a shareholder in the company, which continued to be managed by former colleagues. In 2011, Red Brick Road merged with its sister company Ruby, whose founders replaced the core team. The company suffered a financial setback in 2012, when they lost the Tesco advertising contract, which resulted in Weinberger's departure from
4556-404: Was set by charging a flat fee to each of the eight member organisations and an additional variable rate tied to their share of the TV advertising market; the new body was developed to improve sales of television advertising. Nevertheless, the member organisations were expected to continue to compete for advertising, and they retained their existing sales departments. Structurally, Thinkbox began as
4624-414: Was the final Harvey ad and was followed by a new creative approach in 2016 with a TV ad called "The Broadcast" in which aliens suddenly appear on TV screens across the UK to announce they are coming to earth. Cue bedlam as the nation rushes to greet the. In 2019 Thinkbox hired a new creative agency - Mother London - after a competitive pitch. They created Thinkbox's latest TV ad - "Tooth Fairy" - which shows
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