The message is the medium

The quest for the 'holy Grail' of media effectiveness and Return on Media Investments has missed the spot entirely. Media effectiveness is not a function of the carrier (medium), but primarily of the code (message) and subsequently of the relative and absolute target audience reach. The #1 step in successful advertising is providing your potential consumers with a commercial interesting enough to make them watch it at least once. The #2 step in successful advertising is identifying the medium (or media mix) with the highest possible reach of your potential consumers. Effective reach is the name of the game advertisers are in. They should focus on how to get the effect and never, ever compromise on the reach. If this seems very straightforward, think again: more than 50% of commercials is not interesting enough or does not reach enough audience. In this book I take you into the depths of effect and efficiency of media spending, and give you practical advice on how to successfully manage your media budget.