In the never-ending maze of online media, on-air media, outdoor media, direct mail, and print media, business owners often ask, \u201cWhich media works best?\u201d or, \u201cWhich media platform will give me the highest return on my investment?\u201d<\/p>\n
If you ask an honest and knowledgeable media person, they will tell you, the media isn\u2019t necessarily the most important criteria when it comes to effective marketing. The truth is, there is no media that will not produce results, there are only messages which do not produce results.<\/p>\n
The next time you hear about an ad campaign that was hugely successful, look at the message. I can guarantee you it was profound and something other than the norm.\u00a0 Seldom will it be the media, but rather the message, that created the results. Of course, the media must be scheduled appropriately, with the right combination of reach and frequency, but it is the relevance of the message that will make consumers respond to a campaign\u2026 on any media.<\/p>\n
Former Katz Marketing Solutions President and one of America\u2019s smartest marketing minds, Bob McCurdy says, \u201cNo medium is any more captivating or engaging than any other, as the effectiveness of any medium is largely determined by the quality of its commercial content. If the creative is weak and ineffective, the medium will be thought of as weak and ineffective\u201d.<\/p>\n
It\u2019s understood that generating great creative is an art form but there\u2019s some science behind it as well. McCurdy created 14 key creative insights derived from five years of Ipsos Research, spanning dozens of radio commercials and thousands of respondents.<\/p>\n","protected":false},"excerpt":{"rendered":"
In the never-ending maze of online media, on-air media, outdoor media, direct mail, and print media, business owners often ask, \u201cWhich media works best?\u201d or, \u201cWhich media platform will give me the highest return on my investment?\u201d If you ask<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[2],"tags":[3],"class_list":["post-358","post","type-post","status-publish","format-standard","hentry","category-sound-advice","tag-sound-advice"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4DtW8-5M","_links":{"self":[{"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/posts\/358","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/comments?post=358"}],"version-history":[{"count":1,"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/posts\/358\/revisions"}],"predecessor-version":[{"id":359,"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/posts\/358\/revisions\/359"}],"wp:attachment":[{"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/media?parent=358"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/categories?post=358"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/galesburgradio.com\/v2\/wp-json\/wp\/v2\/tags?post=358"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}