It is impossible not to advertise. Even a complete lack of advertising conveys a message. It might, for instance, tell consumers that a brand or the company is losing its significance. In face of ever shrinking budgets and increasingly competitive advertising environments, successful advertising is now very hard to achieve. As well as getting noticed, good advertising needs to be understood and convey brand relevance – what we call the cover story – as well as reveal an effective impact story that touches people's hearts, i.e. it needs to convey the relevant values of the time as well as attractive usage mind states and triggers to usage.
Co-developed by Ines Imdahl, messagetuner rheingold’s advertising effectiveness concept, works by analyzing the cover and impact stories that advertising conveys. Currently, we are also collaborating with our partners on another quantitative measurement tool.
Insights from rheingoldsalon’s advertising knowhow are also published every week in the Handelsblatt.