Media planning and buying tends to be a numbers game – capturing the most people for the least money. While the reach is dependent on the number of viewers or readers, the frequency at which the ad needs to be shown is dependent on the strength of the creative idea. To get your message across with a weak or muddled communication costs a lot as it has to be shown time and time again before it penetrates the consumer’s mind, if at all. A strong, single-minded creative idea is likely to attract attention a lot earlier and thus save a lot of expensive media space and time.
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“A STRONG IDEA CAN SAVE A LOT OF EXPENSIVE MEDIA.”