Our Philosophy

As the foundation of our planning, creative, production and implementation process, these concepts and principles of marketing and advertising guide Vimardi Media:

1. A great message, crafted into a stylish advertisement, will not result in anticipated response unless it is seen and seen repeatedly by the target audience. The "secret" to successful advertising is to put the right message within the right vehicle and present it to the right audience over and over and over again.

2. No one can guarantee success with any ad or ad campaign. The only guarantee is that if you drop out of sight, and remain out of sight long enough, your audience's awareness level of you will follow suit.

3. Your advertisement carries both your image and your message. If you present your message cheaply, you are creating a cheap image; the more professional the presentation, the more professional the image.

Initially, it is critical to understand that the marketplace is experiencing an historic level of advertising clutter, with the average consumer exposed to an estimated 3,000 to 5,000 messages per day. The goal of any advertising campaign is to break through the clutter and reach the targeted audience with the advertising message. The only way to break through the clutter is with consistency, continuity and repetitiveness.

Consistency: Many times, advertising people create a new campaign for every need, product or service of a single client. This is ineffective for the client in both response the cost (although it can be lucrative for an agency). Rather, "umbrella" campaigns should be created, designed to serve a broad purpose. Then, individual product and service campaign elements can be created and tied to the overall "umbrella" campaign. This sets the stage for advertising continuity.

Continuity: Ensuring that every element of a campaign relates to every other element of the campaign provides exponentially more overall campaign impact. When the audience associates an image with an advertiser's message, they remember the advertiser whenever they encounter the image. The key is to ensure that the image and message are exposed repeatedly.

Repetitiveness: A decade ago, the rule of thumb in advertising was that it took a minimum of three impressions for a consumer to even see an ad message. Today, with the increased clutter, that number hovers between nine and 12. Without an unlimited budget, it is difficult to cover all advertising opportunities with the needed levels of message saturation. Therefore, it becomes important to target a specific audience (i.e., television viewers, radio listeners, newspaper readers) with the maximum level of saturation possible.