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Are Focus Groups Obsolete?
Isn’t it time we just got over focus groups? Nothing is certain but taxes and death… unless you’re launching an ad campaign. Then you can certainly add truckloads of dollars for focus groups. They represent the conventional wisdom, a seemingly inevitable tactic. After all, if you can’t marry the market to the message, you’re sunk, right? But
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The Four Word Revolution
“I’ll check them out…” It’s a big red flag. If you’ve been comfortably resting on referrals and word-of-mouth as your source of new business, you should hear the alarm bell ringing: the rules changed. No matter how much you trust and respect the person who tells you about a product or service,
How Can You Be Sure Your Advertising is Wasting Only Half Your Money?
This is the first part of a 10 part series outlining why advertising doesn’t work. A collection of short essays, stories, and general misunderstandings of how advertising works and why some campaigns fail. Advertising’s most reliable cliché is the wistful quotation from 19th Century merchant
You Can Measure Return on Sponsorship
The sponsorship industry has advanced a great deal since the time the phrase “sponsorship can’t be measured” typically went unchallenged. As all aspects of the industry have grown more sophisticated, and as the dollar value and prominence of partnerships has grown substantially, the
Internet Occupies 40 Percent of Typical Day for Working Women
According to a new survey from The Media Audit, working women now make up 27.1% of all U.S. adults, and 10.1% of all U.S. adults are working women with a household income of more than $75,000. These women are termed “Affluent Working Women” by The Media Audit and represent an elusive but
What Stations Are Doing: Clear Channel Radio Sponsors ‘Texting to House the Homeless’
A homeless couple in Austin, Texas, now has a new home, thanks to a mobile giving and awareness campaign by Mobile Loaves & Fishes, an Austin-based nonprofit providing food and shelter to the homeless and working poor; marketing agency T3; and Reagan Outdoor. The campaign, themed “Small Changes,
Campaign Offers Plenty of ‘Nothing’
The goal of a campaign that seeks to fight hunger is to make something out of nothing. The pro bono campaign, which began recently, is being conducted on behalf of the Rhode Island Community Food Bank. It was created by a Providence, R.I., agency named Nail. The campaign wants to take the phrase that
iPad Impacts Wi-Fi Usage
Apple’s iPad may only be one month old, but it’s already having an effect on Wi-Fi usage. According to JiWire’s latest Mobile Audience Insights Report, 23 percent of Wi-Fi users plan to purchase an iPad in the next 12 months. Of those, 40 percent do not currently own an Apple device,
Why New CMO Ewanick Will Have It His Way at GM
General Motors Co. wanted Joel Ewanick so badly that it twice made a run at him — and only won out after giving in to his biggest demand: autonomy. Mr. Ewanick, a veritable rock star in the auto-marketing world, shocked the industry last week when he left Nissan — where he was VP-marketing