Paul Nunes and Jeffery Merrihue score some great points in the new Sloan Management Review article “The Continuing Power of Mass Advertising” about the significant costs of a 1 to 1 marketing approach versus a mass audience approach in marketing. First and foremost, it costs a lot more to microtarget. You need CRM software packages, [...]
If you’ve ever been in a position of running a large piece of business, you’re often called upon to put together a marketing plan and a letter of agreement, often to cover an entire year’s worth of activities. Having just drafted one over this weekend, with the help of colleagues on background during the week [...]
Recently, the Wall Street Journal ran an article about the Best (and Worst) Ads of ’06. The author claimed that “marketers’ top priority is no longer selling but simply getting the public to watch an ad” is a completely legitimate observation that addresses our constant challenge of getting our clients heard through the clutter. We [...]
