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Thinking › Issues ›

2016 Issue 4

IN THIS ISSUE

Let’s set the record straight.


by Bozell

Not Assigned

“Nuh uh. No way. That’s not true.” If it were that easy to shut down all of the marketing myths we’ve heard over the years, this issue of Thinking wouldn’t exist. Unfortunately, though, that’s not the case. To set the record straight, we’ve compiled nine of the most common myths we...

Myth: If You Build It, They Will Come


by Amber Knecht

Digital, Insights

You did it! You launched your website. Now, you have a decision to make. A website that brings you clients and revenue is an ongoing investment in time and dollars. Do you have the time and desire to tackle this? Or should you hire an expert? Paid Search Search will always be a key driver for...

Myth: Everyone Fast Forwards


by Tracy Koeneke

Insights, Media Planning & Buying

In an age of “me,” people have increasingly more options to satisfy their “I need it now” or “I want it now” mentalities. This is especially true when they watch TV. Viewing platforms are changing by the minute, and consumers now have more device and platform choices when it comes to...

Myth: Nobody Reads Copy


by Kerrey Brennan

Insights

Okay, I’m going to set the myth straight. People read copy, people. You’re reading this, aren’t you? The problem is, people are very selective when it comes to what they read. And how much they read. But there are a few tricks (if you will) that I’ve learned over the years, and I’m going...

Myth: Everything Must Be Above the Fold


by Sean Galusha

Digital, Insights

Above the fold: a term adopted for the web from the convention of positioning the most important information on the front page above the fold of a newspaper. In the context of the web, above the fold refers to the visible portion of a webpage before scrolling. Using the above-the-fold strategy of...

Myth: Marketing and Advertising are the Same Thing


by Laura Spaulding

Insights

Short answer: Advertising is just one component of marketing. Long answer: Merriam-Webster Dictionary defines “advertising” and “marketing” as the following … Advertising: something that is shown or presented to the public to help sell a product or to make an announcement. ...

Myth: All Press is Good Press


by Bozell

Insights, Public Relations

Let’s face it. When we say “all” press here, we of course mean “bad” press. And that’s really the question at hand: is it ever a good thing to be in the spotlight for a bad reason? The answer: it depends. The good news about bad news is people are listening. They want to hear what...

Myth: Fresh Creative Keeps Your Marketing Effective


by David Moore

Insights, Marketing ROI

There’s an apocryphal story about Henry Ford – that he told his ad manager he was tired of seeing a particular Ford ad and it was time to create a new one. But the ad hadn’t appeared in public yet. He was just tired of seeing it in interminable internal meetings. The lesson any marketer...

Myth: Print is Dead


by Tim Young

Insights

There is no doubt the past decade or so has been a little tumultuous for publishers. The rapid proliferation of technology and devices has blazed what seems to be an unstoppable trail for digital media in marketing communications and advertising. With constant news of publishers’ plunging stock...

Myth: Social Media is Free


by Kim Mickelsen

Insights, Social Media

While it’s free to set up social accounts, that’s where the free-ness of social media ends. Just having social media accounts doesn’t do you any good. You have to maintain a worthwhile presence that reaches and engages with your audience. And that takes plenty of both time and money. Here’s...