Signalling success: The role of signalling on media effectiveness

The perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.

Introduction

Signalling is a powerful force. It is the motivation to buy flash over functional; it is the reason a peacock has an exuberant tail and it is the reason why sponsorship exists.

But what does this have to do with media?

The principle of media signalling suggests that the perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.

We have long believed that the media channels you select can impact the brand message your audience receives. However, there is relatively little out there to help us understand and quantify those effects. We...

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