The time is now to advertise or die
Harness the power of Australia’s premium marketing platforms
Let's get effective_
Follow the Seven Rules
Focus on building mental availability for your brand.
This will require investment in brand-building advertising that primes consumers to want to choose it in advance of purchase.
Use advertising to create distinctive assets for your brand.
This will help you build mental availability.
Emotional advertising primes behaviour more powerfully and over longer periods of time.
Original advertising is more distinctive and more likely to get talked about: both boost mental availability.
But allow for innovation around a consistent theme. Develop fluent devices that will help you achieve this.
Reach wide with advertising.
Do not be seduced by the idea that it is wasteful to talk to people who are not about to buy. It is vital to do so.
Brand building and sales activation spend should be approximately 60:40. Choose the media best suited to each role.