Media Explorer
Forsyth Central DECA
Media That Moves: How Smart Brands Win Attention
From TV to TikTok, learn how and why businesses use different media to reach you. Based on proven science and real research.
Why Media Matters: How We Learn
"The eyes see, the ears believe."
— Roy H. Williams
of what we read
of what we see
of what we hear AND see
Humans remember 10% of what they read, 20% of what they see, and up to 70% of what they hear and see together. That's why a voiceover and a logo can be more powerful than any paragraph. Sound hits emotion. Sight confirms identity. Together, they make your message unforgettable.
Your brand is just a shortcut your brain makes when it recognizes something it trusts.
The Tortoise and the Hare of Advertising
The 60/40 Rule That Wins
Marketing experts Les Binet and Peter Field studied thousands of ad campaigns and discovered the winning formula: spend about 60% on brand building and 40% on sales activation.
Brand Building (The Tortoise)
Slow and steady wins the race. Brand building creates emotional connections and memories that last for years. It's not about selling today—it's about being the first brand people think of when they're ready to buy.
What it does:
- • Creates emotional connections with customers
- • Builds long-term memory structures in the brain
- • Makes people feel good about your brand
- • Works even when people aren't ready to buy yet
Best media types:
Example:
Coca-Cola's Christmas ads don't say "Buy Coke now!" They make you feel warm and happy, so when you're thirsty months later, Coke comes to mind first.
Sales Activation (The Hare)
Fast and focused. Sales activation gets people to act RIGHT NOW. It's about converting interest into action with clear calls to buy, click, or visit.
What it does:
- • Drives immediate purchases or actions
- • Uses urgency and promotions
- • Targets people who are ready to buy
- • Easy to measure with clicks and sales
Best media types:
Example:
"50% off this weekend only!" or "Click here to get your free trial" are activation messages that demand action now.
Why You Need Both
Here's the key insight: You need BOTH. Activation without brand building is like harvesting a field you never planted. Brand building without activation is like planting seeds but never harvesting. The 60/40 split is optimal because brand building creates future customers, while activation converts them into buyers.
Common Mistake:
Many businesses make the mistake of spending 100% on activation (sales, promos, discounts). This works short-term but eventually stops working because you run out of people who know and trust your brand.
Source: Binet, L., & Field, P. (2013). The Long and the Short of It. IPA.
Foundation vs. Reminder Media
Build First, Then Remind
Not all media does the same job. Some media BUILDS your brand from scratch (foundation), while other media REMINDS people about a brand they already know.
Foundation Media
Plants the seeds
Foundation media creates brand awareness and emotional connections. It tells your story, builds trust, and makes people feel something about your brand. This is where you invest when you're new or want to grow.
- Tells stories and creates emotions
- Reaches people who don't know you yet
- Takes time but builds lasting value
- Works even when people aren't shopping
Examples:
Reminder Media
Harvests the crop
Reminder media nudges people who already know your brand. It catches them at the moment of decision and says "Hey, remember us?" This works ONLY if you've already built brand awareness.
- Targets people who already know you
- Works at the moment of decision
- Quick results but needs foundation first
- Great for promotions and retargeting
Examples:
A billboard for a brand nobody knows is just expensive wallpaper. But a billboard for a brand people love becomes a welcome reminder. Build the foundation first, then use reminder media to stay top-of-mind.
Explore Media Types
Click on any media type to learn more about how it works, its pros and cons, and when businesses use it. Each card shows whether it's foundation or activation media.
Showing 13 of 13 media types
Traditional Media
The bassline — deep, trusted, emotionalTV
The storytelling giant
TV tells big stories with sound and motion. It's great for reaching a lot of people at once and for telling stories that create an emotional connection. That's why it's so good for brand building.
Radio
Imagination's playground
Radio uses voices and music to win the imagination. That's what advertising expert Roy Williams calls the "Theatre of the Mind." When you hear an ad, your brain creates the images, making the ad more personal and memorable.
Permanence and focus
Print brings permanence and focus. People who read print are often very engaged, and print ads can have a high recall rate. It feels credible, local, and established.
OOH
Always on, can't be skipped
Out-of-Home advertising is all the ads you see when you're out and about, like billboards, bus ads, and posters. It's great for reaching a lot of people in a specific geographic area.
Digital Media
The melody — sharp, targeted, interactiveSocial
Builds relationships, not just clicks
Platforms like TikTok, Instagram, and YouTube are where most teens spend their time. Social media builds relationships, not just clicks. The best social media advertising feels like it's part of the fun, not an interruption.
Streaming
TV on your terms
Connected TV is just a fancy way of saying you're watching TV through the internet, on services like Netflix, Hulu, or YouTube TV. It combines the high impact of TV with the targeting power of digital advertising.
Podcasts
Listen on your schedule
Podcasts are like radio shows you can listen to whenever you want. They are often very niche, which means advertisers can reach a very specific audience. And just like with radio, the host's personal recommendation can be very powerful.
Influencers
Recommendations from people you follow
Influencer marketing is when a brand partners with a creator who has a following on social media. This works because you trust the creator's recommendation more than a traditional ad. It's like getting a recommendation from a friend.
Banners
The digital reminder
Banner ads are the rectangular ads you see on websites. They're everywhere online and are great for reminding people about brands they've already seen. Retargeting shows you ads for products you've looked at before.
Local & Geo Media
The echo — warm, familiar, community-drivenLocal/Geo
The hometown favorite
Google Maps and Waze Ads put your brand on the local path. ZIP-code targeting on social shows up for your real neighbors. Community radio and TV build connection with familiar voices. People trust what feels close.
Emerging Media
The remix — new, unexpected, attention-grabbingVoice
Talk to your audience
Smart speakers like Alexa and Google Home are creating new ways for brands to connect. Voice ads and skills let brands be part of daily routines. Young audiences adopt early, and novelty equals attention.
AR
Try before you buy
AR try-ons on Snapchat and Instagram let you see products on yourself before buying. It's interactive, fun, and creates memorable brand experiences that feel like play, not advertising.
Gaming
Where attention lives
In-game advertising reaches players where they're most engaged. From billboards in racing games to sponsored items in Fortnite, gaming is where young audiences spend hours of focused attention.
Build Your Media Mix
Use this interactive tool to get a personalized media recommendation based on your business type and budget. See how the 60/40 rule applies to your situation.
Build Your Media Mix
Answer two questions to get a personalized media recommendation
What type of business are you building?
The Big Idea: Use the Right Media for the Right Moment
Think of media like making music:
Traditional
the bassline
deep, trusted, emotional
Digital
the melody
sharp, targeted, interactive
Local
the echo
warm, familiar, community-driven
Emerging
the remix
new, unexpected, attention-grabbing
You don't need every channel. You need the right mix.
Pro Tools: SEO, SEM, GEO & AEO
These are the digital marketing tools professionals use to reach customers online.
SEO
Search Engine Optimization
Free traffic from Google. Helps your site rank in organic search results without paying every time someone clicks.
When to use:
When you want long-term, sustainable traffic and credibility.
Builds trust over time
SEM
Search Engine Marketing
Paid Google ads that show up when people search. Quick results, perfect for promotions or launches.
When to use:
When you need fast traffic for offers, events, or new products.
Fast, measurable results
GEO
Geotargeted Ads
Shows ads to people near your business. Uses location data to reach customers when they're nearby.
When to use:
When you want to drive foot traffic to a physical location.
Ideal for local businesses
AEO
Answer Engine Optimization
Optimizing for AI tools like ChatGPT, Alexa, and Google Assistant. Focus on answering questions, not just keywords.
When to use:
When you want to be the answer voice assistants give.
Future-proof your content
Which Media Reaches the Most People?
Different media types have different reach. Here's how they compare based on weekly exposure in the US and UK.
Theatre of the Mind
The risk of radio is that it's often used as a visual medium. The power of radio is that it can take you places television cannot.
— Roy Williams (The Wizard of Ads)
Radio is powerful because it forces you to use your imagination. When you hear an ad, your brain creates the images, making the ad more personal and memorable. This is what Roy Williams calls the "Theatre of the Mind."
Brands Live in Minds, Not Markets
"People go only to places they've already been in their minds."
— Roy H. Williams
The best ads aren't the ones with the biggest budgets. They're the ones that make you feel something. Media isn't just about being seen. It's about being remembered.
Download Study Guide
Get a one-page PDF summary of all key concepts. Perfect for studying, DECA competition prep, or quick reference.