Tag: Marketing Strategy
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CMOs and Insights Professionals, you’re killing your brand growth. Here’s how it happened…
Many Years ago, before the internet, brands focused on building strong foundations. We did concept testing to find the “big ideas” and copy testing, to build awareness, preference, and emotional connections with audiences. We took our time. Advertising was slower, but it was effective. Brands grew, and everyone was happy. Then came the internet. Suddenly,…
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3 Quick Ways to Dramatically Improve ROMI Without Spending a Penny More
In the 2010s there may be no better mantra for the marketing function than the old adage “work smarter, not harder”. Faced with stagnant (or declining!) budgets and staff levels, it is no longer practical to use brute force ad spending to drive marketing returns. Instead marketers are seeking ways to apply new technology to…
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Creating Effective Product Benefit Advertising: Series
Creating Effective Product Benefit Advertising Just as there isn’t only one way to skin a cat, there isn’t one way to create sales-effective advertising. The approach taken for a particular campaign is influenced by a variety of factors, including but not limited to the equity of the brand, the specific attributes of the category in…
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Creating Effective Product Benefits Advertising, Part 4: Presenters and Stagecraft in Supporting Role
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…