Lifting the Productivity of Television Advertising: Nothing Matters More Than the Brand. Nothing.

Jenni Romaniuk

Jenni Romaniuk argues that countless studies have shown that television remains the best medium to reach a wide audience quickly, but that low correct-branding scores remain common in campaign research.

Lifting the Productivity of Television Advertising: Nothing Matters More Than the Brand. Nothing.

Jenni Romaniuk

Ehrenberg-Bass Institute

Countless studies have shown that television remains the best medium to reach a wide audience quickly. Low correct-branding levels in television advertising, however, are scarily common. This suggests that we have neglected the core function of any advertisement—the need for the viewer to identify the brand being advertised.

Why do advertisers and their agencies miss the branding target so often?

How can we remedy this?

To have a chance of success, every product has basic performance criteria that it needs to meet. Coca-Cola...

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