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1. 2. Tight audience targeting, whilst desirable for activation, does not help long -term success. Campaigns which reach a mass audience of existing and new customers are more efficient. Brands which target the whole market achieve 3 times as many large business effects as those that focus on existing customers (effects include increased profit, sales, or market share, and a reduction in price sensitivity). Attempting to build deep, loyal relationships withexisting customers is less effective than investingin advertising that reaches as wide an audienceas possible. Ad campaigns which target newcustomers report 60% more large sales effectsin the first six months alone. Because of its relationship with reach, share of voiceand excess SOV, remains.
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3. The largest part of an advertisingbudget should be invested in mediawith a mass reach and long -
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None of the 1,000 ad campaigns included in the study achieved substantial longterm profit growth without investing in TV advertising. The importance of creativity and judgment of scale 1. Stirring the audiences emotionswith advertising is more effectivethan using rational messagesover all
but the shortest of terms.Emotional advertising is twice asefficient as rational, and deliverstwice the profit.
2. Highly creative advertising is themost effective of all, but even thebest creative work will fail if it doesnot
have sufficient scale.