The brand-side view of media effectiveness
The WARC Podcast
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Balancing Brand and Performance in Marketing
This chapter explores the differing viewpoints between traditional brands and direct-to-consumer (D2C) brands on media effectiveness and marketing strategies. It highlights the need for a balanced investment in both brand awareness and immediate sales conversion, cautioning against oversimplification of marketing approaches. The discussion emphasizes consumer-centric strategies and the importance of evaluating true media effectiveness beyond performance metrics.
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