Furones argues that television is the medium that most builds a brand for several reasons: performance values, such as music or images, with which no The medium has been able to compete, although it considers that there are more and more digital advertisements with television codes and vice versa.
“Television continues to be the king of media in terms of scope and coverage,” added Morell, who values television as a fundamental medium for the sale of how can i get a uk phone number the product. However, it states that the media must adapt, and that television is harming itself by having such a long-term measurement with respect to digital, and that although it is used as a sales channel, it is very difficult to demonstrate that sale direct.
Is a commercial tone or an emotional tone more effective to sell? , has raised Olazábal. «I believe that digital is sometimes misinterpreted here, one thing is that it allows measuring in the short term and another thing is that you do not take the time necessary also for digital. The user is directed by emotion and why. You have to know how to use the media and know how to adapt to the situation, “replied the Samsung representative.
“Creativity and storytelling have to be in all the pieces”
Regarding the construction of communication, Olazábal wonders whether in product campaigns it should be easier than in emotional campaigns. Does this simplicity affect brand building? , the expert has questioned. “Creativity and storytelling have to be in all the pieces,” replied Furones, who is clear that the problem lies in the damage we have from the media. “The way the media works has changed, but it is the UK Phone Number Database responsibility of agencies to work both product campaigns and brand campaigns creatively. You have to know how to relate some media to others in creative terms. The ability to create a communication adapted to the different media is where the key lies ”, he concluded.
To end this debate, Gomis, has shared the key conclusions about the principles of balance that have resulted from the Mass2One study: a brand must be massive and popular as well as specific and personal; fast and reactive in the short term while slow and deep in the long term; rational and useful as well as emotional and inspiring;