«Телевидение умерло» — миф с чужих рынков. Разбираем, почему в Таджикистане ТВ остаётся мощным инструментом массового охвата и как встроить его в медиамикс.
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Media
06.08.2026
How to read a media report: GRP's, spots, coverage - educational program for a marketer
Spot, GRP, reach, share of voice—what do the numbers in a media report really mean and what questions to ask your agency? A marketer's primer without complicated formulas.
Branding
05.08.2026
Localizing a Global Brand: Why Literal Translation of a Slogan Kills Sales
Localization isn't translation, but the transfer of meaning and emotion. Using the example of Mars and Snickers, we explore why literal translations of slogans harm brands in the Tatarstan market.
Media
05.08.2026
Share of Voice vs. Share of Cost: How to Win Airtime Without the Biggest Budget
In TV advertising, people pay for budgets but compete for share of voice. We explore how a brand with a smaller budget outperforms its competitors in airtime by leveraging GRPs.