« Social Forces in Tampa Bay [Video] | Main | ESPN Admiral Ackbar for Ole Miss Mascot [Video] »

09/06/2010

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00e398246e7488330133f3e21b61970b

Listed below are links to weblogs that reference The Awareness Fallacy [Presentation]:

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Kevin Brockenbrough

So true. All too often agencies focus more on getting work "out the door"instead of finding out what it would take to make their work outstanding. Frequently research dollars are lumped into the production budget, which in turn has to be some predetermined per cent of the media budget (generally 5-10%). Under that model, Awareness always gets the most time and money. Clients want sales, but its rare to find one who will spend the money to find out which ads do the best job of selling...or why some are more persuasive than others.

Rob Mortimer

I read a couple of case studies on this recently, interesting to read some more on the topic. Cheers.

The comments to this entry are closed.

Enter your email address:

Delivered by FeedBurner

Zimbio

  • Zimbio

PostRank

Google Analytics

Blog powered by Typepad
Member since 08/2007