3. Concentration of efforts (Products, Regions, Time)
For an advertising campaign to succeed, it must be “intense,” ensuring messages hit potential customers hard. But budgets are limited—always less than ideal. The only viable solution is “concentration.” This doesn’t mean sacrificing intensity, but avoiding scatter.
Concentration can take many forms: targeting a specific region, focusing on one product, or shortening the campaign to cluster impacts within a tight timeframe for maximum effect.
Often, we’ll need to narrow efforts to smaller areas, fewer products, and less time.
Sales teams, however—great at sales but not advertising—don’t grasp this. With a small budget, they aim to cover vast regions, promote multiple products, and stretch the campaign over months. The result? Scattered, weak impacts that might reach a customer once, if at all, far from the “bombardment” they intended. Spreading ads this way wastes money; it’ll never achieve its goal. For instance, 30 radio spots on one station in a single day will outshine 30 spots split across three stations (10 each) over 10 days (one per day). Equally critical is choosing the right medium to reach our target audience effectively.
(To be continued…)
For an advertising campaign to succeed, it must be “intense,” ensuring messages hit potential customers hard. But budgets are limited—always less than ideal. The only viable solution is “concentration.” This doesn’t mean sacrificing intensity, but avoiding scatter.
Concentration can take many forms: targeting a specific region, focusing on one product, or shortening the campaign to cluster impacts within a tight timeframe for maximum effect.
Often, we’ll need to narrow efforts to smaller areas, fewer products, and less time.
Sales teams, however—great at sales but not advertising—don’t grasp this. With a small budget, they aim to cover vast regions, promote multiple products, and stretch the campaign over months. The result? Scattered, weak impacts that might reach a customer once, if at all, far from the “bombardment” they intended. Spreading ads this way wastes money; it’ll never achieve its goal. For instance, 30 radio spots on one station in a single day will outshine 30 spots split across three stations (10 each) over 10 days (one per day). Equally critical is choosing the right medium to reach our target audience effectively.
(To be continued…)
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca”: https://a.co/d/9svRTuI
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