Celebrating getting the book through Turkish customs, the absurdity of waiting and paying for your own work reminded me of cultural differences. In 1966, Cateora and Hess wrote “Marketing principles are universally applicable, and the marketer’s task is the same whether applied in Dimebox, Texas or Katmandu, Nepal.” Today we know better: even with global technologies…
This week saw the latest article entitled ‘Why TV is dead’, this time in Forbes: (http://www.forbes.com/sites/stevenrosenbaum/2014/01/28/why-television-is-dead/). Ironically, the death of TV as an ad medium has seen as much press as the zombie apocalypse this decade. Yet the undead TV is still walking. If TV advertising is really dead, why do dozens of companies pay…
Do you sell or buy insights on the attribution of business performance to different (online) advertising forms? Then you must have heard about Google’s Randall Lewis and Microsoft’s Justin Rao “On the Near Impossibility of Measuring the Returns to Advertising”. Lewis and Rao analyze 25 experiments with hundreds of thousands of randomly exposed internet users,…
Smarter Marketing gets Better Results 