When Business Depends on the Kindness of Strangers
* Outdoor Asininity. Last evening’s TV news and this morning’s papers described how some goofballs in Boston taped electric circuit boards in nine Boston locales to tout an upcoming Turner Broadcasting cartoon, “Aqua Teen Hunger Force.” Fearing terrorism, the Boston bomb squad detonated the “suspicious devices.” Boston was tied up for hours. One arrest was made. Devices were set in New York, L.A., Chicago, Atlanta, Seattle, Portland, Austin, San Francisco and Philadelphia. From the Web site:
Sure, this kind of thing can work (especially if the perpetrators get thrown in the clink with all the attendant publicity)—but only as an add-on to a serious, traditional marketing and advertising campaign that begins with testing and ends with a rollout. The reason: No way exists to measure the results.
Think Twice About Marketing Advice From General Ad Agency People
Even though I am a direct marketer and the principles of return on investment (ROI) are hard wired in my brain, I receive the daily e-mail newsletter from AdAge.com, primarily for the guaranteed daily pleasure of having something to be angry about.
Such was the case with this past Tuesday’s column by Teressa Iezzi titled “A More-Targeted World Isn’t Necessarily a More Civilized One: Our Alarming Momentum Toward a Narrowing of the Collective Mind.” Get this for sheer idiocy:
I heard a media expert say this on a panel a while back: “If I’m a dog-food maker I am now able to send my commercial messages only to dog owners.”
I guess that spells good news for the makers of dog food and addressable media technology. But the statement also sends a little shiver up my spine as it hints at an increasingly alarming media and cultural trend—the narrowing of the collective mind.
- United States