A true essential of your advertising campaign is effectively complementing your Business goals
January 4, 2019
A true essential of your advertising campaign is effectively complementing your Business goals— Sales and profitability.
Cut through the marketing and advertising buzzwords and technical pyrotechnics and the same age-old business goals exist.Your advertising campaign must not lose track of this. Your media money should not be spent selling your products – because that sells profitabilty.
A true essential of your advertising campaign is intimate familiarity with your consumer’s psyche.
Creativity in advertising is simply the search for the best way to communicate. And you cannot communicate without a thorough knowledge of your communications target. Structural research is for armchair generalship. Experiential research is down-in-the-trenches knowledge.
A true essential of your advertising campaign is dramatically touching your consumer’s purchase nerve.
Your advertising campaign must consistently zero in on your consumer’s Purchase Nerve Zone. The Purchase Nerve Zone triggers the desire to try your product.
A true essential of your advertising campaign is the studied fusion of the rigidity of science and the spontaneity of art.
Your campaign, while bearing the cold logic of your business intent, must be couched and packaged with the warmth and the romance of art. Equal doses of Science and Art give your campaign human direction.