The Smart Marketing Book by White Dan

Author:White, Dan
Language: eng
Format: epub
Publisher: LID Publishing
Published: 2020-09-09T16:00:00+00:00

DIMINISHING RETURNS FROM MEDIA SPEND

In the typical scenario illustrated here, a brand should use the low reach channel if the budget is less than $X and the high reach channel if the spend is more than $X. The most efficient option, however, is a mix of the two channels, especially if their audiences do not overlap much.

PART SIX

CREATIVE

CONTENT

6.1GENERATING A COMMUNICATIONS IDEA

A communications idea is a theme that runs through all of a brand’s communications and helps the brand develop a clear, coherent set of brand associations. The Snickers brand, for example, used the idea of showing people acting like divas when they’re hungry, then returning to normal once they’ve eaten a Snickers bar. The insight behind this was that people’s temperament often changes temporarily when their blood sugar levels are low. The ‘diva’ idea was one way of using this insight in order to reinforce the purpose of the brand – to fill people up when they’re hungry – and was used as the basis for multiple executions across multiple channels for many years. Great communications ideas like this resonate with the target audience and highlight the brand’s purpose.

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