John Wannamaker is famous for saying, " I know that half of my advertising is wasted; I'm just not sure which half." Today it is more important than ever that companies know which part of their advertising is giving them ROI. But, most companies don't know because they don't consider all the facets of their marketing strategy.

Rex Briggs has identified nine facets of advertising effectiveness that he groups into four categories:

• Motivation: consists of consumer needs, positioning, segmentation
• Message: consists of message communication and touchpoint integration
• Media: consists of media mechanics and psychologics
• Maximization: consists of intra-media optimization and extra-media optimization

Companies need to take a comprehensive, holistic view of all the facets they need to measure to make good marketing decisions.  If they skip some of the facts, they are likely to invalidate other decisions.  Before a company can position its brand, it needs to know what its consumers' motivations are.  Why will the consumer buy their brand over the competition?  (We call this the USP or Unique Selling Proposition).  This USP then needs to be translated into a commercial that resonates with the consumers.

Good Radio and TV salespeople become resources for their clients.  Helping your clients to navigate the waters of branding can make their advertising dollars deliver a much better ROI.