The Advertised Mind

There is no ‘one size fits all’ media strategy that can meet different advertising needs

In the past, we have worked with the concept of ‘effective frequency’ – typically three exposures – and now ‘recency’ planning. The truth is that the most effective media schedule will vary dramatically depending on the task and creative involved.

As a result, the media strategy and creative should be managed as one entity, and managed over time. All too often, however, media plans are made and executed without reference to the nature of the creative. This is understandable given the development of separate media agencies charged with ‘cost-effective’ planning, but the potential opportunity cost involved is massive. Proper research can significantly reduce the risk involved by informing the teams involved as to the difficulty of the advertising task, the potential of the creative vehicle, and the actual performance in-market.

Click on the highlights below to find out more:

• Emotion is critical to advertising because it is critical to all human thought
• Emotion is critical to advertising because it helps determine the depth of processing that takes place
• Depth of processing and repetition combine to establish new memories and feelings about a brand
• Brand equity is the sum of all feelings associations and memories related to the brand
• Brand memories are stored in a way that resembles an untidy overstocked cupboard
• Advertising contributes directly towards a brand’s equity
• Advertising response is the combined effect of creative and media planning
• There is no ‘one size fits all’ media strategy that can meet different advertising needs
• The emotional response to brands and ads can be researched
• The first response is the truest response