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18min chapter
All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) - Felipe Tomaz from Oxford, Tom Roach from Jellyfish
Sweathead, A Strategy Podcast
Navigating Audience Targeting in Advertising
This chapter explores the complexities of audience targeting and the trade-offs between reach and effectiveness in advertising strategies. It emphasizes the importance of a balanced approach that considers brand goals alongside channel selection and creative quality. Additionally, the chapter discusses the psychological effects of media combinations, the pitfalls of oversimplified attention metrics, and the need for a cohesive media strategy to enhance advertising outcomes.
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