ROI Growth Potential for CPG Brands in a More Balanced Approach Between Promotion and Media Advertising [REPORT]

Given the healthy short- and long-term impact of media advertising, marketers should realign a share of promotional dollars to media to stop brand erosion. This shift will enable marketers to reinforce brand equity, support shopper loyalty and drive consistent brand growth.

Developing a comprehensive media strategy is essential, and this study reinforces the power of good creative and targeting. By prioritizing advertising that conveys a targeted and contextually appropriate brand story, while leveraging the synergies of TV and digital, brands will create a positive ROI growth cycle and break away from the price-focused short-term impact and brand subsidization cycles created by promotions. Although a brand’s shift from promotional to media spending cannot be made overnight, the model needs to evolve to be consistent with how consumers shop to achieve long-term growth.

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