Public Relations & Social Marketing Insight

Participation in, or intimacy with, an engagement idea is not an end in itself. Through the creative platform, we must encourage a person to do something that leads to sales - learn more, buy more, use more or tell (advocate) more. The success of creative is measured by its effectiveness in changing behavior through this shopper journey.

This post argues two basic points. First, and contrary to conventional "digital eco-system" thinking, both traditional and new media are useful at each stage. And, second, the decision making process -- and media needed to stimulate behavior change -- depends on category type...