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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 14

Consumed => “What Sticks – Chapter 14 (Media Psychologics: How Meaning is Created Through Media Strategies)” by Rex Briggs and Greg Stuart.

— The placement of marketing messages in the best context to create intended meaning is thought of by some as the “art” of media planning.

— If you liked economics at school, you’ll gravitate to media mechanics. If you like psychology, you’ll gravitate toward psychologics. If you liked both, then you were made for a life in media.

— Media is (part of) the message.

— Optimize the brand impact within a media type.

Surround-sound marketing – Placing your message in multiple media

Psychologices are, in fact, more powerful than media mechanics in determining the ultimate ROI from media planning.

— Psychologics Principal #1: Media is (part of) the message.

— That is to say, the same message in different environments (or media) will create different meaning for the consumer. Value add: “for different consumers”. These things are not liner, they are multidimensional.That is, change one parameter and everything else can change as well.

— Message in context has its own meaning.

— The fact that the context can influence effectiveness is what makes thoughtful media planning so important.

— Ralph Waldo Emerson: “What you are speaks so loudly I can’t hear what you are saying.”

— Psychologics Principle #2: Optimize Brand Impact Within Each Media.

—The goal of different media should be different.

— Timing is important. Time of day. Time of year. When messages are scheduled can effect impact.

— Top of mind perception effects impact. Campaign A’s message can easily be “over-written” when Campaign B’s message follows.

— Psychologics Principle #3: Surround-Sound Marketing

— Seeing an ad multiple times in the same medium can actually be less effective than if people see a well-orchestrated advertisement in different media.

— Define & refine.

— Success in optimizing your media mix is about continuous improvement. In the define-and-refine way, marketers will achieve better results for the same budget.

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