Episode 22

Effective TV Advertising Part 3—Driving Brand and Sales Together

The battle over whether marketers should focus on sales or brand results has raged for years now. But while many marketers are now embracing both, this philosophy of “bothism” has only recently been applied to TV advertising.

This week, VP Client Growth Devan Futterer joins Elena and Angela to talk about ways they’ve seen brands set up TV campaigns to drive both long- and short-term results. It starts with a media strategy optimized for reach, requires thoughtfully produced creative, and of course, means measuring results immediately after your campaign launches and months down the road.

Topics Covered

• [01:30] Defining bothism and the brand vs performance debate

• [05:00] How to apply bothism to TV advertising

• [06:30] How to measure brand and sales in a TV campaign

• [09:30] TV’s halo effect on other marketing channels

• [12:30] How Nuts.com used TV advertising for short- and long-term results

• [17:00] Recapping principles for successful TV advertising

Resources:

2020 MarketingWeek Article

2021 McKinsey Article

Effectv Report

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