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Brand-to-Media Engagement AssessmentsAdditional Strategic Brand Planning DiagnosticsIn addition to identifying how well the media option reinforces your brand's values, the Brand-to-Media Engagement (B2ME) model also identifies which of the top four drivers of brand loyalty are being the most-highly influenced by the media option. With this information for each of the media alternatives being considered - be it print or Internet, network TV or cable - it is actually possible to select media for an ad campaign on the basis of which option better reinforces the brand's values inherent in the specific copy strategy objective(s).For example, one brand, which received an overall assessment of 126, received a 161 brand-to-media engagement assessment score when "placed" in Traditional Home. When "placed" in Vanity Fair, the brand assessment was 153. Both high scores indicate that the ad would benefit by being placed within either of these media. While that is true, however, the actual strategic effects, i.e., which of the category drivers were being positively influenced - and to what degree - differed dependent upon the specific media choice. The chart below indicates how and to what degree. 
With this information for each of the media alternatives being considered, therefore, it is even possible to select media for an ad campaign on the basis of which option was most-highly consistent with the particular brand's specific copy strategy objectives. The same is true for television programs. To cite an instance, the KeySpan brand, which received an overall brand equity assessment of 115 when independent of any media alternative, received a 136 brand equity score when it was "advertised" on 20/20; thus 20/20 enhances the overall image of the KeySpan brand. When "advertised" on 60 Minutes II, however, the brand equity score was 120, only slightly higher than the baseline score of 115. Thus, it can be concluded that 60 Minutes II does not constitute the most beneficial media option for KeySpan, despite equal reach and frequency numbers. Perhaps equally important is the fact that, the actual strategic effects, i.e., which of the category drivers were being positively influenced - and to what degree - differed dependent upon the specific media choice, as the chart below indicates. 
This makes it possible to select media for an ad campaign on the basis of which better reinforced the brand's specific copy strategy objectives. |
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