Marketing Effectiveness Beats
James Hurman went through hundreds of effectiveness studies and found 12 principles no market has disproved. We turned his table into a drum machine. Four regions never made it into the studies at all, so they cry.
The 12 Marketing Effectiveness Principles
12 principle effectiveness composer
Stop140BPMStep --/15Ready
Tested, holds (loud) Directional or partial support (soft) Not tested (rest) Not in the canon at all (wah wah)
| Markets · grab a key and drag it to change the order of the beat | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Principle | UK | US | AU | LATAM | NZ | CA | IE | W. EU | ES | Nordics | CEE | ZA | Asia | MEA | B2B | |
| 1. | Growth comes from penetration and broad reachKick | |||||||||||||||
| 2. | Most buyers are out of market; brand memory converts laterSnare | |||||||||||||||
| 3. | Brand and activation work together; balance beats extremesHi-hat | |||||||||||||||
| 4. | Emotion builds long-term growth; rational drives short-termClap | |||||||||||||||
| 5. | Creativity multiplies efficiencyPluck E5 | |||||||||||||||
| 6. | Share of voice above share of market drives growthPluck D5 | |||||||||||||||
| 7. | Duration and consistency compound; short-termism destroys valuePluck C5 | |||||||||||||||
| 8. | Multichannel reach, anchored in TV or videoPluck A4 | |||||||||||||||
| 9. | Long-term effects match or exceed short-term onesPluck G4 | |||||||||||||||
| 10. | Bigger brands earn bigger returns (double jeopardy)Bass E2 | |||||||||||||||
| 11. | Pricing power comes from brand and emotionBass D2 | |||||||||||||||
| 12. | The medium itself signals brand qualityBass A1 | |||||||||||||||
Data from James Hurman's Effectiveness Canon cross-market analysis (IPA Databank, Ehrenberg-Bass, Effie, Thinkbox, System1, WARC, national studies). Nordics combines Denmark, Sweden, Norway and Finland. Asia covers APAC and India. B2B is a category, tested across markets. LATAM, W. EU, CEE and MEA are our addition. The canon has no column for them, which is the joke and also the point. Not being disproved is not the same as being tested.