Divide Your Marketing Budget Into Air, Land, and Sea
Air is the airwaves (radio and TV). Land is outdoor, print, etc. Sea is online, where surfing happens.
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.
There is only one way to grow when the market starts tanking: grab more market share. And to do that, you need to boost your Share of Mind.
I didn’t hear the ad, wasn’t looking for a job, and didn’t like that station. But maybe...
Do you really mean everyone? Yes. Everyone. Well that’s just ‘cause mass media isn’t really targetable, right? No.
Recent studies show that ads aimed at creating implicit associative beliefs work better in longer formats.
Chart 3: Why small companies and large companies require opposite media strategies.