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August 17, 2016 by steve robinson Leave a Comment

New Creative or New Program?

New Creative or New Program?steve robinson
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https://iterativemarketing.net/wp-content/uploads/2016/08/PodcastEp24AUDIOONLY081516.mp3

Show Notes

  • The definition of a program is a defined objective, for a defined audience, with no definitive end date.
  • When the objective or audience changes, we should create a new program.
  • The definition of a creative change is when the “bones” of the program stay static but the ad creative needs to be refreshed.
  • There are two types of creative:
    • Branding Creative – used to reinforce the brand in peoples’ minds. Not trying to evoke a measurable, response.
    • Direct response – used to drive a response, gather and measure data.
  • The truth is in the data when it comes to identifying when a creative change is necessary.
  • If there are frequent changes in audience, there will be a lot of program changes. But, ad creative can last longer.

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The Iterative Marketing Podcast is a production of Brilliant Metrics, a consultancy helping brands and agencies rid the world of marketing waste.

Producer: Heather Ohlman
Transcription: Emily Bechtel
Music: SeaStock Audio

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