The Marketing Corner: Effective Brand Messages

Make sure your advertising message is aired within the appropriate channel and programming.
The Marketing Corner: Effective Brand Messages
Marketers should ensure that their advertising messages are aired within the appropriate channel and programming. (Ethan Miller/Getty Images)

The marketing landscape has many pitfalls to maneuver around. As such, Marketers wear many hats and perform their duties within a dynamic environment.

One task, in particular, is yielding a startling observation that pertains to brand messages (commercials) and the environment in which they air.

Not long ago, consumers could expect to watch an upbeat ad, one that would emotionally tug at one’s heart and even sarcastic/dark ads on television. After all, these commercials aired within primarily sitcoms. Sitcoms were the mainstay of prime-time television where families could spend quality time together.

Ad budget dollars are too precious to be wasted without realizing planned ROI.

In the last few years, in particular, sitcoms have been replaced with mature-themed dramas. This has reduced the amount of quality programming that could be watch by the entire family. Many of these dramas not only have mature themes, but tend to be very dark and in some cases, haunting in nature. As one may imagine, this epiphany lead many a marketer to go back to the drawing board, in order to, test and quantify their advertising effectiveness against their desired targets.

 Here’s a few best practices:

  • Consider programming that you are purchasing and ensure the brand message will fit within said environment. Programmatic (big data) can aid in this process
  • Upbeat commercials are still viable. Consider the best media channels to deploy this message, such as Instagram
  • Comparative ads that strike directly at your competitor could be well received within dramatic programming. Many viewers take on the mood of the programming being watched

As one continues to evolve marketing plans, be sure to actively check and double check the landscape. Your brand (or company) cannot be effective if the right message airs in the wrong program.

Equally, ensure media experts are communicating with creative experts on programming content and which media channels are slated for your brand messages to appear in. Remember that “a penny saved is a penny earned” as those ad budget dollars are too precious to be wasted without realizing planned ROI.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide), available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]