Hoffman | Lewis has developed a proprietary philosophy about advertising which we call Performance Based Advertising or PBA. PBA defines a very specific set of principles by which advertising should be developed and managed.

The premise behind Performance Based Advertising is simple: there are ways to invest advertising dollars that are prudent and efficient and ways that are wasteful and inefficient.

Performance Based Advertising has three principles:

1. Advertising is most effective when it is focused on changing behavior, not attitude.
2. Advertising messages should be created for, and directed at, the heavy-using, high-yield customers in your category.
3. We don’t get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product.

Every Hoffman | Lewis employee practices this philosophy, and these fundamental principles are applied to all advertising strategies. For a comprehensive understanding of PBA, click here to download the eBook or in the St. Louis office for a free paperback copy.