I liked this presentation by Mark Lester. He examines the problem with the Awareness metric.
View more presentations from Mark Lester.
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09/06/2010
The Awareness Fallacy [Presentation]
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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.
Posted by: Kevin Brockenbrough | 09/07/2010 at 02:17 AM
I read a couple of case studies on this recently, interesting to read some more on the topic. Cheers.
Posted by: Rob Mortimer | 10/06/2010 at 08:54 AM