Mark Ritson wrote an article for MarketingWeek titled Tesla is about to experience the seven perils of discounting (January 19, 2023).
Continue reading “Mark Ritson: Why Brands Advertise and the Seven Perils of Discounting”What the Past Says About the Future of Ad Tech
Martin Kihn wrote an article titled What the Past Says About the Future of Ad Tech (Jan 4, 2023). Kihn is SVP Strategy, Marketing Cloud at Salesforce.
Continue reading “What the Past Says About the Future of Ad Tech”Return on Ad Spend (ROAS) may inversely correlate with growth
Tom Roach wrote an article for MarketingWeek titled Beware ROAS, ROI’s Dangerous Digital Twin (October 12, 2022).
Continue reading “Return on Ad Spend (ROAS) may inversely correlate with growth“The Waste in Advertising is the Part That Works
Tim Ambler and E. Ann Hollier wrote an article for the Journal of Advertising Research titled The Waste in Advertising is the Part That Works (December 2004).
Continue reading “The Waste in Advertising is the Part That Works”Eaon Pritchard on Originality and the Bullshit Industrial Complex
Eaon Pritchard wrote an article for AdNews titled All the Gear and No Idea. (11 July 2022).
Continue reading “Eaon Pritchard on Originality and the Bullshit Industrial Complex”there’s a difference between an ad agency and a film school
Michaela Jefferson wrote an article for MarketingWeek titled Cannes-winning film ads ‘lack potential to drive long-term brand growth’ (July 7, 2022).
Continue reading “there’s a difference between an ad agency and a film school”the disconnect between ads that win awards for ad agencies and ads that sell product for clients
Paul Feldwick wrote an article for MediaCat Magazine titled Come back, Whipple, all is forgiven (July 6, 2022).
Continue reading “the disconnect between ads that win awards for ad agencies and ads that sell product for clients”Anti-personalization
Samuel Brealey and Michael Taylor wrote an article for WARC titled Anti-Personalization: The best ad for one is the best ad for all (June 2022).
Continue reading “Anti-personalization”Cultural imprinting
Kevin Simler wrote an article titled Ads Don’t Work That Way posted on the Melting Asphalt website.
Continue reading “Cultural imprinting”Les Binet: Why split brand building and sales activation?
Les Binet wrote a Twitter thread on why to split “brand” and “activation” advertising.
« Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context. But why split brand & activation at all? Why not do both at once? »
Continue reading “Les Binet: Why split brand building and sales activation?”
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