Brand experience drives consumer action
Helen KatzStarcom MediaVest Group
Consumers exposed to ads together with positive brand media experiences, rather than simply to ads alone, are much more likely to take brand action. And since the type of experience can lead to different consumer responses, brands should consider developing the experiences that are most appropriate to the outcomes desired.
To build brands most effectively, we have to do more than simply expose consumers to our advertising messages. We need to help create meaningful brand-relevant and consumer-relevant experiences that work with media to augment the impact for the brand, in...