PLANNING FOR CHAOS Are the new planning tools Magic or Science Fiction?
Chaos is what? Even all-knowing Wikipedia hedges the answer with a note "This article or section is in need of attention from an expert on the subject."
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IT CAN’T BE THAT SIMPLE Or Have We Over-Complicated Our Measurement Systems?
Recently a group of leading marketers was given a list of simple statements about marketing. The marketers’ assignment was to identify all of the statements listed that were actually true. They did poorly, correctly identifying only about one-third.
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SITTING ON THE SHELF
If we think about what the Recency model says, the real advertising target isn't consumers, it's their purchases. And In-Store advertising is obviously the most cost-effective way to reach those purchases. In-Store is an on-the-spot Recency medium.
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CLOTHES MAY MAKE THE MAD MEN But We Still Called Them “Suits”
One of the few miss-steps of TV’s celebrated series is how agency people dressed. The mad men of the 60’s and 70’s looked more like Woodstock than Brooks Brothers and often went shoeless in the office. Only clients and account people dressed for daily business and for doing that we called them "suits."
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DO ADS INCREASE AUDIENCE? When We Finally Measure People Seeing Ads, Standout Creative Will Lower CPMs
With each attempt to explain how advertising works we seem to grow more confident. The ARF’s 1961 advertising model, “Towards Better Media Comparisons” sounds hesitant.
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THE NUMBERS GAME CPM and Cost-Per-Point are not the same
The recent industry proposal that spot media change from a cost-per-point to a cost-per-thousand currency measure ignores important differences -- and has competitive implications that go beyond the numbers.
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