Advertising’s Version of the Least Common Denominator
We all remember crunching fractions in high school algebra class. If you’re a professional marketer you were likely hiding under a desk waiting for English or Art class to begin. There is one common algebra concept that we can all apply to advertising – the least common denominator (LCD). Advertisers are always looking for ways to tie metrics to their ad campaign. Before we can build in metrics, we have to set goals. And goals often break down into a couple of least common denominators. These two very broad categories are: brand awareness & lead generation. These two categories can work together, but can also butt heads. It is important to know the difference between these two advertising approaches, how they work together, and how to utilize both in a proper brand marketing strategy.
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