WARC
Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Brands should invest in excess share of voice, but the biggest driver of results is brand and market size.
The general optimum split of marketing investment is 60% for long-term brand building and 40% for short-term activation.
Creative emotional campaigns drive long-term effectiveness but even short ads can drive certain emotions.
Reach is still the foundation of media effectiveness, multi-channel integrated campaigns are more effective than single-channel campaigns, and the frequency capping techniques online are a growing trend.
All researchers emphasise simplicity, distinctiveness and uniqueness to improve brand recognition; fluent devices and distinctive brand assets are examples of assets that help brands stand out.
Read the full article on WARC.