This page contains a Flash digital edition of a book.
product. The final budget decision is ultimately de- The best advertising delivers a message that is
termined by balancing the number of people you remembered by people who aren’t in the market
reach with how often you reach them. for your product right now. The ad isn’t currently
Impact Quotient: How influen- relevant to the customer, but you’ve successfully
tial is your message? For exam- gained mindshare, raising the impact quotient of
ple, a “Limited Time Offer” your advertising message in the process.
increases the urgency Media Delivery Vehicle: Assuming that you get
of your message and good placement for your ads, choosing the right
raises the impact type of media might make all the difference.
quotient for cus- Seeing and hearing use entirely different parts of
tomers con- the brain to process information. We gather, pro-
sciously look- cess, store, and retrieve memories in very different
ing to buy ways depending on how we’re exposed to a partic-
your prod- ular message. A common myth is that we have bet-
uct. How- ter recall for things we see vs. things we hear. That
ever, that isn’t necessarily true. Visual memory tends to be
same fragile and malleable, while memories of sound are
“Limited involuntary and long-term.
Time Of- From this, you might assume that products hav-
fer” may ing shorter purchase cycles should use visual ad-
lower the vertising while products with longer purchase cy-
impact cles should use auditory media. Unfortunately, it’s
quotient not that simple. Share-of-voice and impact quotient
for cus- can influence the effectiveness of advertising more
tomers who than the media delivery vehicle. In short, the mes-
aren’t ready sage you convey is more important than your choice
to buy. Since of media.
the brain tends to There is no perfect approach to advertising. How-
store only relevant ever, underlying evidence suggests that focusing an
information, it’s much advertising strategy on maximizing short-term re-
more difficult to establish a sults often realizes the lowest long-term gain. Con-
long-term brand position with versely, an ad strategy placed in front of consumers
a series of limited time offers. Over on a consistent basis gains mindshare over time.
time, customers will be conditioned to buy from
you only when you’re having a sale.
Adapted from When Will My Ads Start
Working? by Roy H. Williams
0 ThinkBusiness April 2009 1
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