Ask
radio listeners to name their favorite ads, and they'll give you a list
that yielded high entertainment but low results. Ask advertisers to
name their favorite ads, and they'll tell you about messages that made
them a lot of money but that no one else remembers. A radio station
measures the success of a commercial break by how few listeners bang
the buttons on their dashboards to change the channel. An advertiser
measures success by how often they bang the buttons on their cash
registers.
Even more dichotomies exist:
No topic is more top of mind for marketers than just what they are getting for their ad dollars. Does the money they spend with TV, internet and magazines actually result in brand awareness and sales? Rex Briggs, CEO of Marketing Evolution and co-author of "What Sticks," addressed this morning's American Magazine Conference with some heartening news for the magazine industry:
Magazines are the most consistent of all media in delivering both brand awareness and purchase intent.
Harold Burson thinks that the PR industry needs to sort out its
publicity problems. In particular, the sprightly 85-year old founding
chairman of Burson-Marsteller is fed up with the "derogatory" manner in
which the industry is depicted by the media. Speaking
at the 2006 ICCO Summit -- the PR industry's annual global talkfest --
Burson's essential role as the pioneer of the PR network ensured that
everyone present listened to his words closely,
Take
a look at who you are and how you want to represent your brand--and
live it every day--to make yourself your #1 asset. A great deal of time
and energy are expended to create memorable brands that add value to
company marketing strategies and--in the case of public
companies--pique the interest of the investment community. While
company brand equity is certainly important, the significance of making
yourself an integral part of your company’s brand shouldn’t be
overlooked as a key to success.
Ask
radio listeners to name their favorite ads, and they'll give you a list
that yielded high entertainment but low results. Ask advertisers to
name their favorite ads, and they'll tell you about messages that made
them a lot of money but that no one else remembers. A radio station
measures the success of a commercial break by how few listeners bang
the buttons on their dashboards to change the channel. An advertiser
measures success by how often they bang the buttons on their cash
registers.
Even more dichotomies exist:
No topic is more top of mind for marketers than just what they are getting for their ad dollars. Does the money they spend with TV, internet and magazines actually result in brand awareness and sales? Rex Briggs, CEO of 
Harold Burson thinks that the PR industry needs to sort out its
publicity problems. In particular, the sprightly 85-year old founding
chairman of Burson-Marsteller is fed up with the "derogatory" manner in
which the industry is depicted by the media. Speaking
at the 2006 ICCO Summit -- the PR industry's annual global talkfest --
Burson's essential role as the pioneer of the PR network ensured that
everyone present listened to his words closely, 
Take
a look at who you are and how you want to represent your brand--and
live it every day--to make yourself your #1 asset. A great deal of time
and energy are expended to create memorable brands that add value to
company marketing strategies and--in the case of public
companies--pique the interest of the investment community. While
company brand equity is certainly important, the significance of making
yourself an integral part of your company’s brand shouldn’t be
overlooked as a key to success.
