AD CONTENT: The greatest leverage of advertising is in its creativity. A great ad can be, and often is, 10 times more effective than a mediocre ad.

It’s possible, for example, to cut a media budget by 25%, and know that you’ll lose roughly 25% of your effectiveness. But if you cut media production costs, e.g., by 25% … you can’t know the possible impact. You might lose up to 90% of your effectiveness. You’ll definitely lose out on quality and proper targeting.

However, we’re not just talking about throwing money around here. It’s true that dazzling production values can’t rescue a non-idea, but it’s also true that looking like a local car dealer can turn off an audience’s receptors to even the strongest ideas. Plus, you can’t just say the same things your competitors are. This is where you MUST know your unique value proposition and driving that point home is of utmost importance.

If we think of media spending as an unleveraged investment, and ad content as highly leveraged, we will be less tempted to steal budget from the creative process to buy a few more spots in, say… Lubbock.

Be honest, and score 0 to 10 points for what your ads say, plus 0 to 10 for how memorably and unexpectedly they say it. Then multiply that total by the “Share of Voice” score you gave yourself, above. (This is the single biggest score you’ll get, because these assets are the biggest equity builders. It stands to reason: more leverage = more importance = more points.)

PROMOTION: Can promotions kill brand equity? Yes.

Can promotions build brand equity? Yes … if one sees to it that the promotional activities enhance and reinforce the basic brand image. In other words, don’t needlessly, blindly switch on “marketing autopilot,” drop millions of high-value coupons and call it a plan.

To put it bluntly, sometimes FSI stands for Failed to Search for Ideas (instead of Free Standing Insert).

Give yourself a score 0 to 5 for a strategically sound promotion policy. A plan that not only reinforces your brand, but differentiates your voice from the competition. Not “ME TOO!” messaging. Then, subtract one point for every coupon promotion in the last 12 months (unless you’re a grocery store!). Range = -5 to +5.

Tomorrow, CONSISTENCY and DISTRIBUTION.