Les Binet: Why split brand building and sales activation?

Les Binet wrote a Twitter thread on why to split “brand” and “activation” advertising.

« Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context. But why split brand & activation at all? Why not do both at once? »

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Alex Murrell on the 3 Errors of Efficiency in Advertising

Alex Murrell wrote a blog post titled The Errors of Efficiency (October 4, 2021).

  • Error #1. Mass media is wasteful because it is untargeted
  • Error #2. Mass media is wasteful because it is ignored 
  • Error #3. Mass media is wasteful because it is expensive  

Murrell says the advertising industry is intoxicated by efficiency, undermining effectiveness.

« In short, we prioritise cheap channels to improve our ROI. We invest in touchpoints which can target those most likely to convert. And we avoid advertising on media that commands low levels of attention. »

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