- Budget matters, so ensure you are spending enough money to hit your objectives, and focus that investment on driving penetration.
- Plan for effectiveness across different timescales to deliver maximum growth.
- Use media budget to reach as many potential category buyers as possible, but remember that not all reach is equal.
- Creativity is the most powerful weapon under the marketer’s control; so look for creative ideas that have an emotional appeal even for consumers not currently in the market for the product.
- Communicate brand by investing in, and nurturing, the distinctive assets that will enable quick recognition....
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