The Medium and the Message.

It’s easy to assume that a marketing message designed for one medium will work across all media.  But that’s rarely the case.  People consume media in very different ways, at different times of the day, while doing different things.  A long headline might work well in direct mail, less well in a print ad, even less well in a digital ad, and not at all on a billboard.  Colors or type that work on one might undermine effectiveness in another.  What works on radio, where you’re helping the listener visualize something, probably doesn’t perform as well in a TV spot, where you can create the visual.  Think about the medium and what you can reasonably expect the consumer to do next when you craft your messages.