Media planning - how would you like to be remembered?

Having a relevant and emotional impact on your target audience is important for a marketing campaign but how well will it be remembered? James Galpin, director of Global Media Practice AMAP, argues in a detailed article on the research agency Millward Brown’s website, that media choice is the key to success in many campaigns.  Different sub-groups within your target audience may react differently to different media and non-T.V. options are discussed in particular. Consider complementary choices of media vehicle to boost a campaign e.g. OOH (out of home) advertising vehicles alongside in-shop advertising are said to boost consumer likelihood to purchase. Unusual yet effective media examples are given such as Zappos’ shoes. Adverts on the bins used at airports which screen carry on luggage catch consumers just as they have to take their shoes off.  To learn more about the latest on media planning and selection read the full article at http://www.millwardbrown.com/Libraries/MB_POV_Downloads/Millward_Brown_POV_Medium_Informs_Message_2012.sflb.ashx