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Thinking › Issues ›

2017 Issue 3

IN THIS ISSUE

Magic or Marketing? Or Both?


by Bozell

Insights, Marketing Metrics, Marketing ROI

When it comes to marketing, here’s the mother of all questions: how do we know what we’re doing is working? Yep. It’s a doozy. And a question not easily answered. The nature of our business has changed over time, but at the end of the day, we are in a thankless job of driving awareness,...

The Myth of KPI


by Mike Gilloon

Marketing Metrics, Marketing ROI, Media Planning & Buying

The campaign just launched. The TV spot is on the air, the billboard is up by the interstate and your digital ads are on everyone’s phone. You finally have a chance to breathe after weeks of sweating deadlines. Then your phone rings. It’s your boss. And she wants to know how the campaign is...

Testing, Testing, 1 2 3


by Robin Donovan

Digital, Marketing ROI

How to take advantage of testing retail promotion effectiveness. In this age of digital immediacy, promotional testing has become more of a science than ever before. And more of a necessity. Although the advent of digital media offers advertisers more media options with a wider range of pricing,...

Brand Truly Matters


by Tim Young

Advertising, Brand Management, Marketing ROI

We all want to believe it: the widget that we make and market to the world is the best out there. Heck, it’s so superior, it practically sells itself, right? Well, problem is, for every one of our widgets, there are many others vying for a space in the hearts and minds of our customers, and,...

Mind Your Business


by Jackie Miller

Marketing ROI, Strategy & Planning

Understanding a business and industry is paramount in driving real results. Marketing plays an integral role in building, maintaining and growing businesses, but it is not the end all be all. It is the engine. In order to begin building a business case, we must understand business goals and how...