Comments for

Comment on What We Like About PPM and How Radio Should Evolve by Mark Rosenthal

Mark Rosenthal — Wed, 28 Oct 2009 13:26:21 +0000

Posting does not show ROI. It only provides accountability. It shows agencies that they got what they paid for, x number of GRPs for x number of dollars. The true test of ROI has nothing to do with posting the media buy but rather with the deeper and much more difficult analysis of dollars spent vs. results achieved toward the goal (purchase, market share, brand awareness, etc.).

Comment on The Career Mom, The Preacher’s Wife and The Drag Queen by Karen G.

Karen G. — Wed, 23 Sep 2009 16:57:47 +0000

Very interesting Marilois! Did not realize you ran a media marketing website but am going to look through it now that Mark has posted this link. Marketing certainly has changed over last several years. I’ve done lots of selling through myspace and Amazon but have reserved Facebook for people I really know - if that makes sense. Like you say it is amazing to find what people we knew from high school are now doing. And in a sense it does market them because I now know if I ever get rich and need a decorator that I should hire Mark. I never knew that under that under that well buttoned exterior long ago that he was hiding such flair.

Comment on Shift Happens by Zelda

Zelda — Wed, 29 Oct 2008 16:29:19 +0000

You write very well.

Comment on “Who Has the Last Laugh” by Gary Kroeger- Mudd Advertising

Gary Kroeger- Mudd Advertising — Thu, 31 Jul 2008 15:05:37 +0000

Wonderful piece. Thought provoking, too. At first glance we all shudder at the idea of this “invasion” of our habits, but then we collectively raise the bar slightly, get used to the idea and draw the line that “cannot be crossed” a little higher. Then when some maverick technologies and ideas cross that line, we recoil for awhile, adjust, and move the bar a little higher again.

Comment on “Boredom is an Endangered Species” by Gary Kroeger- Mudd Advertising

Gary Kroeger- Mudd Advertising — Thu, 05 Jun 2008 13:43:40 +0000

Here is my thought….

There is a conflict of interests in the marketplace. Business owners (assuming most are born before 1969) who buy advertising tend to follow the old school, tried and true formulas they grew up with while the new consumers are making it very clear that they are not interested in traditional forms of advertising. The days of “whites are whiter and colors brighter” no longer carry any impact on cynical, media savvy, easily distracted, multi-entertainment craving audience. Gen Y, for lack of a better term, wants to discover their products rather than have them shoved down their throats with all too familiar tv and radio advertisements. They want “creative advertising” that makes them laugh, think, or surprise. This has created a creative dilemma, however, that is not easily solved.

Every client demands “new creative” and more “innovative creative” but when push comes to shove, the often older client who’s business grew with traditional (often In Your Face) advertising that relied on old clichés like “best selection” and “superior customer service” is reluctant to embrace the drastically new direction the new consumer is calling for. They take innovative ideas and mold them into their comfort zone. The result is “advertising of least resistance” which is rarely innovative, clever or new.

Creative Directors, particularly in tier 3, ground floor retail advertising, become caught between finding fresh ideas and then selling them to the client. When the client steers away from an original idea and back to their comfort zone, future ideas become second guessed to death, the client dictates are put in place and quickly the creative process dies on the vine.

Good creative is not afraid to be fired. Unfortunately, you have to be hired to get into the game.