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Australia has hundreds of smaller niche publications. These consumer and business / trade publications play the most vital role within each of their specific industries.
IF you are a business and want to connect with your target market these media, publications, news portals are the key to managing stakeholders, customers, prospects.
Content marketing is vital, advertising is vital, working with the media to sell you as a market leader is key to ongoing profitability / communications management / demand management.
Be the message about a new product, a pending sale, a merger, a rebranding; what is the message – if you have a message you need the media.
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Checklist for effective advertising environments: brand fitness, quality, trust
It is essential for marketers to question the efficacy of the outlets where they place their advertising campaigns. They must choose channels that provide a positive impact on the brand message the audience receives. Past industry studies from comScore, WGM and IAS have all found that that brand effectiveness and brand lift are highly correlated to the quality of the content channel. In fact, the consensus is that running ads on premium publisher sites had significantly higher brand effectiveness and brand lift compared to non-premium sites. The positive lift is attributed to the “halo effect” from the premium environments.
New research, Signally Success, from Richard Shotton and house51, looks at the halo effect across different media platforms (TV, newspapers, magazines, radio, social media, and video sharing sites). However, it is important to note that while social media and video sharing sites are included in the research design, digital publisher sites are not. That said, the research does expand on the halo effect, offering characteristic details about brand lift and the how they differ between advertising channels.
The findings include:
Optimum signals for brand advertising
Signaling is the driving force in every advertising campaign. Therefore, it powers each consumer purchasing decision. Shotton’s analyzes showcases advertising’s ability to drive fitness and social signals.
- Fitness signals show signs of financial health, product confidence and overall brand quality. Communicating strong fitness signals informs the consumer about the financially viability associated with the brand.
- Social signals include brand fame, popularity, and success. Social signals allow consumers to assess if they will form a relationship with a brand.
Each media brand’s ability to communicate these signals varies greatly. Quality content, representing financially independent and socially successful brands should be top choices for campaigns. Again, selecting the right channel for the right brand is a critical part of the equation.
Emotional trust is a brand asset
Building and maintaining emotional trust is crucial for any brand. This creates the connection point between consumer and product. Moreover, the emotion of trust is stronger than rational thoughts and can often last beyond one experience. Consumers with high levels of emotional trust are willing to give a brand a second chance even after a negative brand experience.
Brands build their reputation and deep emotional trust through years of positive product experiences (including advertising) and nurturing relationships with their consumers. Media channels must compliment the emotional trust sentiment and not distract from it.
Shotton’s research calls our attention to human behavior and the influence of psychology in media planning. It questions the methods of hypertargeting, personalization, and the cost-efficiency practice of buying low-quality content channels. It calls for marketers to identify and advertise in quality and trusted media brands. Importantly, it recognizes the positive lift from the premium environments as a key driver of necessary brand signals.
Clemenger Media Sales, CMS, Clemenger Consulting, Clemenger is advertising, marketing, media buying, media buying agency: if you want to buy media, advertising, if you want to buy radio advertising, buy magazine advertising, do you want to buy digital media, are you buying TV advertising, or want content marketing, media sponsorship – Clemenger can help you. We give you the above / this news to help you learn / live / continually improve (call or email if you need help with your media / advertising / marketing investment (we are Australia’s home to niche media :
Checklist for effective advertising environments: brand fitness, quality, trust