Beyond brand vs performance: The three dimensions of effectiveness

Sam Peña-Taylor

Looks at three dimensions across which marketers can plan the most effective mix of media spending.

Marketers have become accustomed to thinking about advertising spend according to the two broad buckets of brand-building channels (that build long-term brand equity) and performance-led activation channels (that drive immediate sales). As often happens to simplifications designed to get a message across, they can come to stand in for the hard yards of analysis.

The problem is also that both words say a lot to people outside the marketing department: one does things; the other is theoretical. But it also narrows the definitions understood by marketers, and carries the assumption that some channels work on some time horizons while others...

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