|Frequency's Second Chance|
In the early years of Television, advertising was thought to work the way teaching did - through frequent repetition.
|Have We Over-Complicated Our Measurement Systems?|
Today's marketers can't believe that anything true and useful about marketing can be simple.
|Research and The Religious Right|
There's is no certainty in survey research, only probability samples. And hasn't been one of those in decades.
|Sitting On The Shelf|
The Recency model accepts that repetition builds brand familiarity, but says advertising actually helps to make the sale
|Clothes May Make Them Mad Men, But We Still Called Them "Suits"|
The mad men of the 60's and 70's looked more like Woodstock than Brooks Brothers
|Do Ads Increase Audience?|
With each attempt to explain how advertising works we seem to grow more confident.
|CPM and Cost-Per-Point are not the same|
The recent industry proposal that spot media change from a
cost-per-point to a cost-per-thousand currency measure ignores
|How PPM Could Rescue Radio|
There are many things machines do far better than people. In media the
robotic Radio PPM compared to the all too human diary is a good
|Comfort the Afflicted, Afflict The Comfortable|
This is about Carl Ally, the agency that fired clients and often thought that advertising deserved a life of its own. These memories are dedicated to Carl.
|Recounting Radio: What Do the New PPM Numbers Mean?|
PPM is the only media measurement that doesn't over-count audience. It reports hearing for Radio.
|Listen While You Work - Higher Income Shoppers Hear More Radio|
Higher incomes, higher gas prices and busy schedules make the at-work Radio listener a unique and valuable consumer.
|George Rents A Suit|
I've tried to capture what it was like to work at a small agency in the
1960'S where creative was king, media did dishes and a suit meant the
|Data Is The New Creative: Whatever Happened to People?|
David Verklin says now data is the new creative, and I'm afraid that's true.
|Grabbing Media By The Tail|
Forget the celebrity smile. This year's iconic body part is the long tail.
|Nielsen's New Fused Data May Be a Better Way to Target Television|
We should be asking "is using fusion better than what we are currently doing?" It probably is.
|Chaos Isn't For Sissies: It Means Changing Our Plans|
To me Chaos is a confusing jumble of all sorts of interesting and dodgy
things - and what better describes the media world today?
|Two Plus Two Is Four|
We all know dyslexia is a difficulty with words, but few of us are aware of dyscalculia which is a difficulty with numbers.
|The So, So, Sophists|
The bold headline caught my eye: "Why Ratings No Longer Matter." Since
that is the research equivalent of "God is dead," I read on,
|When Belief Trumps Reason Can it Still be Research?|
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
|The Brittle Bones of Media|
Why Reach isn't Reach any more
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