Penetration sells 90 Market share/profit by loyalty vs. penetration 80 70 60 50 40 30 20 10 0 Loyalty campaigns Penetration campaigns Source: Les Binet and Peter Field, Marketing in the Era of Accountability, Warc, 2007. 6. Use TV There is a common myth that the internet is replacing TV. Nothing could be further from the truth. In fact, TV viewing is up in virtually all geographies and demographic segments. TV and the internet are complementary, not alternatives: consumers with both use both, often at the same time (watching TV with a laptop beside them). TV makes brands famous. Campaigns with TV in the channel mix are 33% more likely to sell than those without it. TV sells Market share/profit by use of TV 70 60 50 40 30 20 10 0 Campaigns not using TV Campaigns using TV Source: Les Binet and Peter Field, Marketing in the Era of Accountability, Warc, 2007. 7. Appeal to the heart Psychology, neural science, behavioral economics and the analysis of effective campaigns all suggest brand choices are usually made emotionally. Rational calculations of utility come second, if at all. Mostly what happens is that first we want something, and then we come up with a rationale to justify why we want it. The justification is not the same as the motivation, although 12