Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
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One timeline that shows every discipline phase by phase: when each is off, light or heavy, the phases of the campaign, the fixed dates it must respect and the dependencies between teams. With the scheduling patterns of media planning: continuity, flighting and pulsing.
Enter share of voice and share of market to see excess share of voice (ESOV) and the share growth that Binet and Field's rule of thumb associates with it: about half a point a year for every ten points of ESOV. A sense check on ambition, not a forecast.
Enter a budget and a context (consumer brands, B2B or financial services) to see the split between long-term brand building and short-term sales activation that the evidence suggests as a starting point: 60:40, 46:54 or 80:20.
A worksheet that lists every channel the brand uses under paid, earned, shared and owned media, with the job each does, its budget or effort, its owner and its KPI, so gaps, overlaps and over-reliance show at a glance. After Gini Dietrich's PESO model.