By Doug Garnett, on February 18th, 2013% I’m often amazed at how poorly agencies manage their own marketing – especially their own brand. Look across the ad biz and you’ll find a cacophony of agency names in…
Read More: Agencies Need to Be Good Stewards of Their Own Brand
By Doug Garnett, on February 8th, 2013% Funny how names are. A specific type of advertising was labeled “brand advertising”. So the myth developed that in order to build brand, you need to use brand advertising. Except,…
Read More: The Brand Building Power of Product Advertising
By Doug Garnett, on October 23rd, 2012% There’s huge money to be made, apparently, for consultants who project radical future change. In TV, that means suggesting TV becomes a variant of online video. (Really? We need better…
Read More: Challenge the Myths of Internet TV with Reality
By Doug Garnett, on October 15th, 2012% Wave Goodbye to Branded Content MythsHumanity loves watching the truly daring. From NASA projects to high altitude ballooning and trips around the world, my adult life has been paced by…
Read More: Space Jump Gets Viewers. But Does Branded Content Really Fly?
By Doug Garnett, on September 17th, 2012% Just about 2 years ago I wrote a post looking at how online success required offline advertising. (Link here.)… But there is a lot of hype about the rate of
Read More: New Confirmation that Offline Advertising Drives Online Success
By Doug Garnett, on June 21st, 2012% Much was made of Nielsen numbers released recently that suggested a small drop in homes with multi-channel TV (cable, satellite, etc.). Of course, those wishing to become rich in a…
Read More: Cable Cutting? Census Suggests Just Sharing Households.
By Doug Garnett, on June 8th, 2012% It’s been a crazy week of reports on TV. It started with the extremists predicting nothing less than complete destruction of TV. They report this, of course, with tremendous glee…
Read More: Future TV Skepticism: Why I Don’t Think Apple will Conquer TV
By Doug Garnett, on February 20th, 2012% Let’s define a new term: Creative Correctness. In other words, the tyrannical pressure from a specific view of artistic perfection that turns advertising from a powerful advantage into failure. Creative…
Read More: The Tyranny of Creative Correctness in Advertising
By Doug Garnett, on February 6th, 2012% New media has found one more shiny new bauble… – this time it’s online video. Let the exaggerations and over-statement begin! (Oh, wait, they have…) Don’t get me wrong –
Read More: Setting Reasonable Expectations for Online Video Power
By Doug Garnett, on January 10th, 2012% I wasn’t entirely shocked to see that the Old Spice social media video campaign had won an Effie – a lot of people in the ad business seem to have…
Read More: Award Show Skepticism: An “Effie” for Old Spice?
By Doug Garnett, on January 6th, 2012% Far too many “smart” (aka self-conciously cool) agencies these days proudly seek talent from anywhere EXCEPT business backgrounds. They believe, they say, that these fundamental skills for understanding arcane concepts…
Read More: There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.
By Doug Garnett, on November 14th, 2011% With the October edition of Response Magazine, we have released my book “Building Brand with Direct Response Television…“. This book takes an unusual look at DRTV – focusing
Read More: New Book: “Building Brand with Direct Response Television”
By Doug Garnett, on October 25th, 2011% Brand has become the marketing religion of our time and takes on outsized importance in every decision. And that leads to a bunch of lists – each claiming to reveal…
Read More: A Baker’s Dozen Truths About Brands and Brand Advertising
By Doug Garnett, on October 23rd, 2011% There’s something in the water of technology centers in the US that drives an idea that digital media always means revolution. It’s been there a very, very long time. And…
Read More: How is it that Television Keeps Getting MORE Vital, Not Less? (Including Some Surprising Thoughts from Jobs.)
By Doug Garnett, on October 13th, 2011% Just saw a headline telling me there’s this great study showing change in TV viewing habits! Wow. They did a great job alerting the media! (Here’s the article about …
Read More: Read Headlines about New Media Research with Skepticism
By Doug Garnett, on October 10th, 2011% The “radicals” who envision an internet take-over of the entire advertising world have been telling us for years that TV was dying. But not only won’t it die — it…
Read More: More Confirmation of Traditional TV’s Advertising Strength
By Doug Garnett, on October 3rd, 2011% Watching TV last week, my family was surprised to see an ad come up with Larry King in what looks like an interview format with an 800# underneath. Surprise turned…
Read More: Larry King. A TV Endorsement Sell Out?
By Doug Garnett, on September 29th, 2011% WordPress tells me this is my 100th post (the celebration commences immediately). So is there a more fitting topic than content based marketing’s need to “feed the beast”? Want a…
Read More: My 100th Blog Post. Feeding The Beast & The Dark Side of Content Marketing
By Doug Garnett, on September 1st, 2011% I’ve spent nearly 20 years improving infomercial sales based on audience testing our shows in research. To do this, we don’t use dial groups. That surprises many of my colleagues…
Read More: Why I Don’t Use Dial Testing (Perception Analyzers) to Research Infomercials
By Doug Garnett, on August 30th, 2011% Salesmanship is, and always has been, a critical skill needed to drive advertising success. Sadly, it’s a skill that doesn’t come out of J-school or portfolio school. Perhaps that’s why…
Read More: Salesmanship and The Myth of the New Consumer
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Main Atomic Direct Website
Doug Garnett  Founder & CEO, Atomic Direct
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