Leffler Blog: April 2010 Archives

Over Analysis Kills

Advertising is really simple to understand if marketing professionals would just use logic and understand how the human brain works.

The two functions, absorbing a message (memory) and acting on it (the effective domain of the brain), are what it is all about. That means that there must be a media mix for an ad campaign to work.

Outdoor (aka out-of-home), radio, mobile SMS messaging, and TV primarily talk to memory because they are momentary messages that come in multiples. Print, internet and direct mail can be controlled by the individual because they are at consumers fingertips and can be reconsidered. They are the prompts to messages that are in the memory and can result in action or purchase.

If you don't understand this and you seek to analyze pieces of the media mix, you have the potential to KILL the campaign by declaring a piece of the puzzle as ineffective.

The Leffler Agency once had a client who insisted we cancel radio from a radio-print mix because the customers were not putting it down on one of those sophomoric exit polls that the company had created. We killed the radio and the campaign died because no cognitive messaging took place. The moral of the story...DON'T MESS WITH THE MIX!

By Bob Leffler
CEO/Owner

Take Advantage of Unique Media Opportunities

When unique marketing and advertising opportunities present themselves you have to seize the moment and take advantage of them.

The University of Kansas Jayhawks spring game is Saturday, April 24 and the advertising campaign to promote the game, as well as season ticket packages for the 2010 season has just launched using a complete media mix with a new theme, Rock Chalk Saturday's.

The media mix includes a robust outdoor campaign including an extremely unique opportunity on the Kansas Turnpike as you leave Lawrence headed toward Kansas City. These three boards represent the power of the advertising theme and utilizes its superior locations next to the University.

As we learned from a previous entry, outdoor advertising must be BIG, BOLD and CLUTTER FREE. We have executed all of these principles and combined them with a unique media opportunity to make for an extremely effective start to the Jayhawks advertising campaign.