"Sales is ok but mindshare and brand scores are going down buddy!"
Brand managers of my account are really worried about the dipping mind-share. We media guys can simply shrug it off by saying that "it's the failure of creative strategy." But, if we really are up for the challenge we know that a media planner's job is not only visibility but engaging the consumers as well with whatever creative strategy we have. Considering the post evaluations met the objective; the possible reasons of falling mind-share or brand scores from a media context could be: 1. Spends below optimal level 2. Poorly designed campaign and vehicle mix 3. Mediocre scheduling 4. Faulty benchmarks, e.g., 55@4+ instead of 30@6+ If creative is average, the job of media becomes more demanding. To make strategy work for the brand media has to go whole hog. It has to be high decibel and engaging and innovative enough to not only reach but touch the audience... Hope, in coming quarters we would be able to contain this problem and our brand managers again wou...