Good News!
I Just Saved a Lot of Money on My Brand Building
At the risk of getting angry letters from the Caveman Anti-defamation League, the concept that you use one advertising channel to push sales and a different channel for brand building seems Neanderthal. To paraphrase former Zenith USA CEO Richard Hamilton, “It’s not like the customers watch one TV set to get branded and a different TV set when they’re ready to buy.” more...
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Mastering the Mix
Part of the allure of interactive advertising is that it’s measurable. In fact, marketer demand for accountability is driving an increasing portion of ad dollars to interactive. But the stepped-up use of interactive also has affected offline ads. Now, offline often serves to ignite the relationship. In fact, it’s difficult to find an offline ad that doesn’t have a URL pushing consumers to branded Web sites. more...
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A Slice of Ratings with Your Calls?
Can you be definite that it is impossible to eat your cake and have it?
- M. C. Escher, On Being a Graphic Artist, 1981
To eat your cake and have it . . . that’s the trick. In my August column, I talked about how some agencies are by bringing the tools of Direct Response to traditional brand clients. In this column, we’ll zoom in on a fundamental tactic -- bolstering your DR tool-chest with television ratings. more...
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