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When Belief Trumps Reason Can it Still be Research?
By Erwin Ephron

For the last four years we have spent big money and countless hours in the search for engagement. Every major advertiser has asked how their messages might be made more engaging

For the last four years we have spent big money and countless hours in the search for engagement. Every major advertiser has asked how their messages might be made more engaging, as if engagement was a magic mouthwash formulated for advertising.

Yet engagement has not been defined in any usable way except as a higher consumer score in IAB

Erwin Ephron is an authority on advertising and the father of "recency planning." His fresh ideas about how ads work today have changed the way campaigns are planned throughout the world. Erwin

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