“What’s going on here?” Those were the words my three-year-old granddaughter uttered every time waves knocked down the sandcastles we were building on the beach last week. She was giggling wildly every time she said it.
The Dicey World Of Digital Metrics Read More »
(By Buzz Knight) Brand loyalty is a very delicate thing and should not be taken for granted. This relates to every business when you consider customer service, user experience, and the general quality of the work. Everything matters, and impressions can be changed or broken in a nanosecond.
The Fragility Of Brand Loyalty Read More »
(By Bob McCurdy) The “McNamara fallacy” is a concept that those responsible for allocating ad budgets should keep in mind as they go about the media selection process.
Don’t Be A Lazy Measurer Read More »
(By Bob McCurdy) Radio programmers classify songs as “currents,” “re-currents,” and “oldies.” Similar classifications can be applied to research. And as we all know, the “age” of a song doesn’t determine its quality. Same with radio research.
The Added Value Of Market Research Read More »
(By Bob McCurdy) One of the best investments I made in my career, long ago, was hiring a college professor to tutor me regarding the “ins” and “outs” of statistics. Early on I learned that in those days, Arbitron, and now Nielsen, audience “estimates” are just that, “estimates” — amounting to what could be referred to
The Story Behind The Stats Read More »
(By Bob McCurdy) I was speaking with the president of an agency last week who was attempting to hire for a position which he referred to as a hybrid between an Account Planner and an Account Manager. As he described the responsibilities of this role, the functional similarities between it and today’s effective radio salesperson were
Are You A “Marketer Who Sells”? Read More »
(By Bob McCurdy) There’s been a lot written recently about “brand purpose.” The need for a brand or business to exist beyond just selling things and boosting a stock price.
What’s Your Purpose? Read More »
(By Bob McCurdy) In marketing, there’s something known as the “Law of Large Numbers” which plays to one of radio’s major strengths — reach.
The Numbers Don’t Lie Read More »
(By Bob McCurdy) It had been a while since I’d heard the line, “So what and why should I care?” but it resonated as much earlier this week as when I first heard it. A successful agency owner referenced it while discussing the art of writing effective copy.
(By Bob McCurdy) A good friend, Don Jacobs, who oversees Townsquare’s Sioux Falls cluster, recommended a book titled Obvious Adams, written about an ad man who continually gets promoted by acting on “the obvious.” It is available on Amazon for $6.95.
Some Things Are Obvious, Obviously Read More »
