Unerman: Los esfuerzos publicitarios de una marca y su publicidad de respuesta deben ir de la mano
For Sue Unerman, CSO at MediaCom, there are only two kinds of good advertising: Advertising that creates desire and advertising that harvests the demand created by desire. She proposes that to accomplish this, brand advertising and response advertising must work together and that media planning must balance the two. “Both kinds of advertising require different creative and media approaches” she said. “If you see a film in the cinema advertising a prestigious car, you have different expectations of it than from a banner ad from the same brand that invites you to book a test drive. The two must be measured and judged differently.” According to Unerman, in targeting terms, it is a mistake to apply the same marketing strategy that harvests demand to the one that creates desire, and vice versa. “If the marketing team at a luxury car eliminated all wastage and only targeted people who were about to buy a BMW in the next three months, then eventually nobody would want to buy a BMW, because part of the motivation for owning a new luxury car is the prestige it carries in the minds of those who cannot afford one she said. “Good advertising is a feat of balance. The balance will change by sector, audience and brand strategy. But the balance between building desire and harvesting demand is a necessary consideration for every brand” Unerman concluded.
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