CHRISTIAN PELLVING » Peter Field http://pellving.se Media, advertising, communication and new media Sat, 28 Aug 2010 19:49:10 +0000 http://wordpress.org/?v=2.8.6 en hourly 1 How to make ad campaign work? http://pellving.se/2009/06/how-to-make-ad-campaign-work/ http://pellving.se/2009/06/how-to-make-ad-campaign-work/#comments Tue, 02 Jun 2009 10:05:52 +0000 christian http://pellving.se/?p=518 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

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    Story from AdAge “ Future of Advertising? Print, TV, Online Ads “

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