Marketing and Research Consulting for a Brave New World
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Forged in math and proven in practice, we now know broad reach media plans don’t enhance brand advertising — they undermine it. Stop splitting your media strategy. Brand and performance both improve by targeting audiences rich in Movable Middles. If interested, please contact me: joel@rubinsonpartners.com

Broad reach media plans don’t build brands — they bury them…in Dead Zones, where ad impressions are engineered to fail.

Marketing is not like slicing off a chunk from a loaf of bread where you get more in a bigger chunk. At some point, as you strive for more reach, you are moving ad impressions from high Movable Middle audiences to low Movable Middle audiences…not a good deal.

Ehrenberg-Bass researchers readily admit that consumers are heterogeneous in their brand preferences. Yet, they ignore the possibility that consumers also vary in their expected responsiveness to advertising even though they are mathematically linked.

What product marketers need to know about retailers becoming AdTech…a large and growing advertising channel.

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