Deciding How to Deliver Your MessageCommunication StrategyPositioning Strategy

WHAT to say? WHO to target? WHAT’s the goal? HOW to say?

Message Content Markets MissionMission Message

DesignMedia

Strategy

Money MeasureMeasure

WHERE to put?

HOW MUCH $$?

Remember: Plan Measurementfrom the start!

HOW to evaluate?

Measuring Advertising Effectiveness

—John WanamakerAmerican Merchant

Half the money I spend on advertising is wasted;the trouble is, I don't know which half.

Advertising Budget EffectivenessWhich measurement methods work?

First touch? Last touch?

Search Term… Check out

Measurement MethodsThere are many methods to choose from

Galvanic skin response, Eye tracking, fMRIs

Prelaunch Test

Starch Scores

Day-After Recall

Physiological Responses

Post- or Cross-Market Tests

Google Analytics

To test strategy

For print advertising

For TV advertising

Test GRP levels in markets

For digital advertising

Deciding on a Method

MoneyMEASURE

What does success look like?

MISSIONMessage Media

Plan in advance.

Not very expensive

Choose from many available methods.

Keep It Simple

Memorable Ads Can Be Simple

“Meow, meow, meow, meow…”

States positive

Mentions brand name MANY times

Could give purchase details but doesn’t

Shows product

Shows product in use

No unpleasant connections

Rising Above the Clutter

Converts parallel processing into serial processing

Must read “translation”

Involves all senses

In Summary

Communication StrategyPositioning Strategy

Be sure to align for maximum

Communication plans are a key element

Sell What You Can Make Make What You Can Sell

EFFECTIVENESS

In Summary

Communication StrategyPositioning Strategy

Reminder: Set priorities early