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Published:
5/8/2013
Good article!
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Published:
5/1/2013
I am sorry but I have to disagree with at least one of your facts. The rise of the 15 second commercial predates pre-roll advertising by at least a decade.
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Published:
4/11/2013
@Joel, that is interesting to hear about the coffee brands. What do the sales numbers say relative to the social media presences or absences? Have you been able to correlate sales to their efforts? I am always interested in learning more about how to map ROI to social media. Thanks!
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Published:
10/10/2012
Great article!
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Published:
8/2/2012
Senior director of client and industry solutions. Not just client solutions but solutions for the whole industry too! All joking aside, great article.
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Published:
8/16/2011
Great article Sean!
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Published:
5/26/2011
Great article Josh. Kudos!
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Published:
5/16/2011
Best. Article. Ever,
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Published:
10/19/2010
Great article. Kudos!
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Published:
9/30/2010
Great article Liza. Kudos!
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Published:
8/10/2010
great article! How did they serve the control group though through Mojo?
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Published:
12/29/2009
I agree with most of your examples except for Dr. Pepper. In the end, minimal damage but excellent awareness. In 10 years no one will remember the downed website but they will recall the association with GNR.
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Published:
12/15/2009
Perhap's best buy's online efforts are focused on actually selling and not on Twittering?
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Published:
12/1/2009
HOW did you measure the efficay of this campaign with sales figures? Specifically, the TV budget for Juie and Julia was huge so how did you distinguish which elements put people into seats?
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Published:
10/5/2009
well said
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Published:
9/3/2009
Given that there are only 24 hours in a day, I would imagine that CMOs can better use their time by managing the marketing for their company than by endlessly tweeting. Twitter is a tool, no more no less. Don't take your eye off the ball because a shiny new bauble is on the ground.
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Published:
9/1/2009
Great article, and I mean GREAT! One of the few that I wish I had written myself. Kudos
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Published:
8/24/2009
This was a good article
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Published:
8/18/2009
This is a really good article- kudos! However I disagree with you about the polls. The polls I have seen are lackluster at best. The Prius example was pretty bland. For an energetic community like Prius owners I can't see how that poll would help at all.
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Published:
6/24/2009
Good article but I disagree that "in traditional media, the up-front planning and buying costs are much lower -- and there is no further work done once the campaign is delivered to the publisher until after it ends." TV buyers must constantly steward their accounts and negotiare makegood & bonus packages for underdelivery. Yes, stewardship is the key to making any campaign (online or offline) great.
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Published:
6/11/2009
Well written!
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Published:
3/24/2009
Well written article! I agree, I think it is a mistake to equate the number of copies distributed (ie circulation) with the number of ads viewed. If people have banner blindness online, then they certainly had ad fatigue offline. It is easy to overlook ads (or simply skip pages) in a physical newspaper. Plus that ridiculous notion of readers per copy that magazines have been touting for years is nonsense. My copy of Wired is read but not shared with other people. If anything, I find the articles, ones I have read offline, online to share with my fiiends.
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Published:
3/11/2009
I respectfully dsagree, ad size has nothing to do with creativity. Creatives need to understand the product, the consumer and media to make a great ad. No Thses fundamentals are the more important than how large (or small) or small the ad size,
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Published:
2/12/2009
Really well written and thought out article!
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Published:
9/10/2007
I would add Paco Underhill's "Why We Buy : The Science Of Shopping." It features great commentary on understand the demographics of a shopper and how that affects the marketing/advertising/merchandising.
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Published:
9/4/2007
Very good ideas. So basic or fundamental that they seem they should have been obvious once you already know them. In that way similar to Paco Underhill's ideas about brick and mortar shopping. Can you provide any data about how the conversions and sales increased due to these changes?
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Published:
8/31/2007
Really well thought out argument and well written article. I covered some of these same thoughts in my recent Media magazine artivle. it is nice to see that GREAT mindes think alike! Too often, both online and offline, ad fatigue occurs. There is no reason to show the same pre-roll video to me multiple times in one session. A few times is sufficient to convey the message, many times makes me annoyed. If anyone has watched cable TV lately, they are even worse. The same ads replay many many times in one program. Terrible waste of ad expenditure.
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Published:
5/25/2007
well said
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