The JKB Marketing Blog

When you are creating an advertising campaign, most agencies will stress the creative aspect. They'll show you eye-catching designs and present truly inventive ideas.

What they may fail to mention is that where you run your ad is run has a 6 times greater effect [PDF] than the ad itself according to research completed by Atlas DMT.

In the big picture, it makes perfect sense. You can't win the game if you're not in the game. And to be in the game, you have to be in the ballpark.

Obvious, isn't it?

And yet, many advertisers spend all their energy on creating a new campaign. They make sure your ad has practiced its swings, has all the latest gear and is wearing the hippest uniform. As long as it looks the part, where it plays is often an after-thought.

Test your message in different media. Look for the best game in town. Only after finding the game should you worry whether your shoes are tied.

The best advertisement in the world won't help at all if it is placed in the wrong context. In contrast, a mediocre message in the proper context will do ok. Once you find the proper vehicle and the right context, now you can focus on the creative to make an even bigger impact.