Don’t Be A Lazy Measurer
(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. (more…)
The Added Value Of Market Research
(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. (more…)
The Story Behind The Stats
(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 as educated guesses. (more…)
Are You A “Marketer Who Sells”?
(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 uncanny. (more…)
What’s Your Purpose?
(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. (more…)
The Numbers Don’t Lie
(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. (more…)
