The medium or the message? Too often these days, the message is given short shrift in favor of the medium, a function of both ease and the way marketing-mix modeling—commonly used by marketers as a basis for their campaigns—is set up.

For many marketers, there's just easier access to media-spend information than to message-related data or to campaign-level attributes and spend.

And, frankly, deconstructing campaigns into brand attributes and linking them to consideration and purchase behavior takes time—something most marketers don't have in abundance in these tough economic times.

But finding the time and making the effort will pay off, because the right message, even if delivered via a suboptimal media mix, can have significantly more impact on a campaign's returns than the most effective media mix delivering a suboptimal message.

The right messaging will differentiate your brand, drive stronger consideration and purchase behavior, and can be significantly more rewarding than figuring out what the most effective media are.

Leveraging Competitive Brand Attributes

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