Unravel the mini-mysteries surrounding effectiveness

Mitchell, Alan
July 2009
Marketing (00253650);7/8/2009, p30
Trade Publication
The author discusses his views about effective marketing. The campaign of many companies for measurability and accountability has led them into a dead end. The Mad Sheep Rage acronym lists mysteries associated with the different ways in which marketing and advertising can affect target audiences. Attempt to measure marketing effectiveness without disentangling first its consumer impacts is a recipe for confusion.


Related Articles

  • Even in a trade publication, make the offer irresistible. Lamons, Bob // Marketing News;07/20/98, Vol. 32 Issue 15, p5 

    Presents the author's views on advertising to business. Examples of advertisements; Reference to the advertisement for Berg chilling systems offering a free, informative booklet on industrial process cooling; Efforts needed by the companies to move the prospective customer from indifference to...

  • 3 things marketers must do to improve mobile ad effectiveness. Singh, Sunil // Gulf Marketing Review;12/20/2016, p1 

    The article focuses on the three things, which marketers need to improve mobile advertisement effectiveness. Advertisers are allocating much of their strategic attention to the audience targeting. About 55 percent of companies surveyed ranked audience targeting as the No. 1 area where they are...

  • STINGS.  // Finweek;3/1/2007, p58 

    The article reports developments related to advertising and marketing in South Africa. OMD has been named the Most Creative Media Agency in the world for 2006 by the Gunn Report for Media for the third consecutive year. Lowe Bull Cape Town aims to give Metropolitan Asset Managers a dose of...

  • Magner Sanborn agency adds motion-graphics capabilities. Crompton, Kim // Journal of Business (10756124);10/13/2005, Vol. 20 Issue 21, pA9 

    Reports that Magner Sanborn, a Spokane advertising and marketing firm, has expanded its capabilities to include the in-house development of motion graphics in Washington. Responsibilities of Shaun Cammack in the assumed post; Technological innovations of the firm; Company history of Magner Sanborn.

  • DON'T MISS OUT.  // Finweek;1/29/2009, p59 

    The article announces the compilation of guides to South African advertising agencies and marketing providers for "Tony Koenderman's AdReview". The submission of the entries for advertising agency is on February 16, 2009 and will be launched at a gala banquet on April 23, 2009. The article then...

  • ACCOUNT ACTION.  // Advertising Age;4/19/2004, Vol. 75 Issue 16, p18 

    Provides information on marketing and advertising efforts by several business enterprises.

  • Welcome to the future of marketing.  // Marketing Week (Online Edition);4/30/2014, p21 

    The article discusses the marketing periodical's inaugural Vision 100, a list of the most forward-thinking marketers, businesspeople and entrepreneurs. Topics discussed include the rapid evolution of marketing as a discipline, a seven-point metric for evaluating candidates for the list, and...

  • Does your brand sizzle? AMY, KRISTY // Smart Business Akron/Canton;Apr2015, Vol. 24 Issue 11, p18 

    The article offers six steps to help make a marketing campaign more effective and stand out all year which include identifying the big idea, determining the experts who can speak to the big idea, and building the story on the big idea. The next steps include distributing the story, animating the...

  • The Yellow Pages as An Advertising Tool for Small Businesses. Jackson, Ralph W.; Parasuraman, A. // American Journal of Small Business;Winter86, Vol. 10 Issue 4, p29 

    The yellow-pages are an important advertising medium for small businesses. However, the effectiveness of advertising in the yellow-pages is not well understood. This study examined the use of the yellow-pages by a sample of 147 consumers in a southwestern city. The results showed these consumers...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics