Year of the Pedant brings good reasons for precise definitions

Walley, Nigel
March 2007
New Media Age;3/15/2007, p16
Trade Publication
The author reflects on the confusion on consumer proposition in the advertising industry. The differences in technical and commercial definitions have created a confusion among advertising agencies. The author believes that if advertising agencies are struggling to explain a certain product among themselves, then it is most probable that they have no hope of explaining it to the customer. According to the author, pedantry is crucial when creating clear consumer propositions for products. A research done on this issue showed that the consumer reacted in confusion of what they were paying for and what they were going to receive.


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