Once in a while, someone will ask “How did we do?” In one of my past lives, one would hear responses like “the media plan delivered X number of GRP’s at Y CPM ” but rarely about how it impacted sales. There seemed to be a disconnect between the spreadsheet on the Media Director’s desk at the agency and the one on the Chief Revenue Officer’s desk at the client. Every so often, a forward-thinking client would try to get everyone in the media and marketing chain to be accountable, but the fact that so much of the media world was estimates – ratings, attention levels, commercial effectiveness – it was almost impossible to say if a pop in sales was due to fabulous creative, brilliant media strategy, or just dumb luck. Continue reading
Tag Archives: advertising
Peek A Boo!
- Image via Wikipedia
You’d think that companies would learn. You’d think that of companies engaged in digital media especially. But I guess you, and I, would be wrong. Because over the weekend I read about yet another company that thought it could pull one over on us all. Continue reading
Filed under Consulting, digital media, Helpful Hints, Huh?
Applied music
I read something today that reminded me of learning to play a musical instrument. For those of you that have never had the pleasure, it’s an interesting process. I play several instruments (not as well as I used to) and the thing that always stuck me was how hard it was to make something that you KNEW could produce beautiful music actually to do so. Continue reading
Filed under Consulting, digital media
Consult Keith 