Production Values
Trimming 10% from a media buy could mean losing 10% of your reach and frequency. But pinching 10% from (more highly leveraged) production values could make the message ineffective, costing you 50% to 80%. There must be 50 ways to love your lever.
So. A brief essay on production values:
Inexpensive
is
prudent
is
expected
is
cautious
is
unexceptional
is
obvious
is
ordinary
is
ignored
is
ineffective
is
expensive.
It’s a paradox.
Perhaps we should talk.
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