A brand has to create 'future demand' by reaching a larger group of consumers who are not in the market right now but will be in the future.
The key to avoiding the 'Valley of Death' is making consumers feel familiar with your brand, so they choose it when they eventually need your category.
The Harris Poll Brand Tracker shows that podcast ads generate extraordinary results for a meal kit service, while TV has no discernible impact.
Shifting media investments from TV to AM/FM radio can increase reach by 16-17% without increasing budget, enhancing campaign effectiveness significantly.
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