(Please read an expanded blog for additional information.) Advertising has long been viewed with suspicion—not only by CFOs as an expense to minimize, but by critics like John Kenneth Galbraith and Vance Packard, who argued it persuades people to buy things they don’t need. Economics principles point to a very different conclusion. My economics professor […]
Jul
10
An Economist View…How Advertising Creates Value for Consumers
In: consumer surplus, consumer value creation, economics, Micro economics, price theory
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Jun
24
Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
In: addressable marketing, advertising, brand marketing, MMA Global, Movable Middle, performance marketing
Comments Off on Why Broad Reach Media Plans Cause Brand Campaigns to Fail…and what to do about it
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
Apr
9
It is predictable that big share brands generate higher ROAS
In: Advertising ROI, Movable Middle, ROAS
Comments Off on It is predictable that big share brands generate higher ROAS
How can a smaller share brand compete with a reduced ad budget? advantage? Construct audiences where it is a larger share brand.