Passion and Power

10 May 2007

This booklet forms part of PPA’s Revolution initiative – to give new help to planners faced with the challenges of getting brand messages across effectively in an era of growing advertising dilution.

Briefly…

• It’s time to take a fresh look at planning.
• It’s getting tougher to get marketing messages across.
• Today’s media and marketing bombardment increasingly drives people to sideline advertising – and weakens its firepower.
• A revolutionary approach is needed.
• No longer is it enough to just grab someone’s attention. Advertising must seek to engage consumers with the brand – not just place messages in front of them.
• New challenges need to be addressed.
• To get across to consumer targets and engage with them, planners need to devise campaigns which deliver brand messages with the necessary POWER and PASSION.
• Advertising messages need to be assured of a good reception
• Some media are better than others at engagement and delivering campaigns with the requisite power and passion – because some media features help the advertising engage the target market, while others hinder this sort of communication.
• Magazines are especially suited to this task
• They are superb message ‘conductors’.

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