Brand Advertising

Brand Advertising

Summary of the Article

According to the authors, Clancy, Krieg, 2006) econometric analyses reveal that the majority of marketing communications campaigns rooted in intangible positioning produce zero or negative returns on investment (ROI). Marketing communications founded on a tangible positioning can yield an ROI of 10%-15% and higher (significantly higher than we've seen with intangible campaigns), exactly as they did in the '50s and '60s (Clancy, Krieg, 2006).

The question isn't whether marketers should pursue a tangible or intangible strategy, but what positioning of all the tangible/ intangible options will inspire consumers to choose their brands (e.g., hospital, medical practice, ...