Brand Management
Every brand manager wants to know:
Is the ad message getting delivered to the customer?
Is the ad message getting delivered to the right customer?
Is the ad message getting delivered to the right customer at the right time?
Is the ad message getting delivered to the right customer at the right time at the right place?
Every advertising agency’s answer:
The ad message has to be getting to consumers; look at the Neilson’s, Arbitron, Scarborough, Audit Bureau of Circulations. If it isn’t working à it must be the product or the message, not the advertising or delivery!
Targeted Advertising from 1955 through 2005 would attempt to reach:
12-17 Year Old: advertise on Beverly Hills 90210, or MTV television; hard rock/hip hop radio, Teen Magazine
Men 25-34: advertise on ESPN Television; ESPN, Rock and Contemporary Country Radio,
Women 25-34: advertise on Oprah television, adult contemporary radio, Redbook magazine
Advertising was defined as Men, Women, Persons in these age groups: 12-17; 18-24; 25-34; 34-44; 45-54; 55-64; 65+.
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Targeted Advertising from 2006 forward:
Advertise differently for different groups, regions, products, and interests.
Affinity groups, opt in micro-social networks, opt in advertising with specific customer driven criteria are the advertising exchange for content medium.
The facts:
Despite Internet click through, focus groups and surveys and the only real measure of advertising effectiveness is the ultimate result: Did consumers take action?
The concept of mass advertising has changed FROM advertising to the masses TO advertising to masses of potential customers.
Within the past 18 months, effective advertising moved from mass market advertising confetti to an advertising arrow pointed toward a consumer that is “in the market.”
What has changed?
The web
The consumer
Mobility
Ossa from GreenFly
This is new; this is right; this is the way to make marketing work by understanding what works, when, where and how.
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