It is perfectly obvious that the only marketing activity that influences the sale of detergent is the number of facings in the store. The shopper goes to the store, they are arrested by the display and they buy. As a consequence the entire marketing budget should be expended on securing that shelf space.

Given this quite obvious... more

I have a rule about business meetings. When someone's elevator pitch includes the explanatory phrase, "We're going to be Google for __________." I always respond by asking, "What are you going to do when Google decides to become Google for ___________?" Invariably the pitch-person quickly answers, "Google's not going... more

The potential of any promotional message to deliver viewers to a program is governed by myriad factors. The composition of the audience seeing the promo, the number of times the audience has seen it before, and the amount of time from the promotion to the program all combine to determine the effectiveness of a single promotional... more