media analysis

Finding your audience is the single most important factor in reaching them. Good media planning and buying will find your audience. Great media planning and buying will find your audience in places none of your competitors are looking.

Make Sure All Your Advertising Speaks with One Voice

Gather up all of your marketing and advertising materials and see if they’re talking in the same voice and delivering the same message. Is every single piece of communication consistent? Does it all have consistent colors and graphics (what we call “look and feel”)? Are your tag line and branding message on it?

All your advertising is subconsciously recognized by the consumer as building blocks in the formation of your brand’s image. With today’s media fragmentation and complexity of content, building and maintaining your brand requires that you reinforce, reinforce, reinforce. No individual ad is strong enough to stand on its own. It’s the totality of your marketing and advertising that truly delivers your selling message and builds your brand’s image.

Yes, there are subtle differences in the way people use different media. Your overall brand image needs to be relevant to the context in which the consumer accesses the information. But make sure it’s all communicating the same thing.