The next stage that follows the establishment of the initial branding process and the implementation of a marketing communication plan is to create key advertising activities and/or campaigns.

Unfortunately, a very common mistake amongst many small to medium enterprises is to plan their advertising around media proposals – this is a prime example of ‘the tail wagging the dog'!  Contrary to common beliefs by many businesses in regional markets, a TVC which goes to air during top rating shows may not be the most feasible solution for particular brand types.

We take care to consider the 'media wastage' factor, which means that an on air investment may not necessarily gain the anticipated reach to a relevant audience.  Other major factors like 'negative frequency' also need to be considered.

In summary, any advertising campaign that is not based on the fundamentals of a structured marketing communication plan, is highly likely to be ineffective and a gross mis-spend.

For more information about reviewing your advertising activities, contact Sixe (aka Six Elements).