What we already knew but can be said again.
In Journal of Advertising Research june by Les Binet DDB Matrix, Peter Field Consultant
Focus on hard objectives, such as specific market-share gains, rather than soft ones, such as brand awareness
Focus on price, not volume
Focus on penetration (winning new consumers) rather than loyalty
Influence consumers emotionally rather than rationally
Create ads with “talk value”
Have a high share of voice relative to brand market share
Include TV in the mix
Include a small number of media channels with a concerted message
Story from AdAge “ Future of Advertising? Print, TV, Online Ads “
by christian
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