By Doug Garnett, on June 8th, 2011% 2011 is the time of massive movement in advertising — a revolution. And this revolution restructures everything we do – from how we make our populist coffee to beginning to …
Read More: Power to the Consumer! (At least until the next fad.)
By Doug Garnett, on June 5th, 2011% The other day this New York Times article popped onto my radar…. While I wasn’t surprised by the content, it reminded me that today’s innovation obsession leads people to
Read More: The Misleading Desire for Market Research Innovation
By Doug Garnett, on May 20th, 2011% Here’s a surprise. Facebook hired a PR agency, Burson-Marsteller, to smear Google… Oh wait. Facebook says they were just placing unflattering articles about Google privacy concerns. And there’s a tiny…
Read More: Incredible Deception: Using Research to Drive New Media Adoption
By Doug Garnett, on May 16th, 2011% The advertising and marketing industry has let the term “Brand Advertising” come to mean “the only advertising that builds brand”…. This is VERY wrong. All advertising will build brand
Read More: Is Classic “Brand Advertising” Right for Your Brand?
By Doug Garnett, on May 5th, 2011% For some time, marketing has been dominated by the theory that the way to success is getting your most loyal consumers to buy more. As a result, it’s become popular…
Read More: The New (Old) Truth: Mass Media is the Key to Building Brands
By Doug Garnett, on April 29th, 2011% I wrote recently about the advertising business’s mis-understanding of the idea of “likability”…. I think we have a similar problem with the idea of “entertainment”. Listen to many agencies
Read More: Do You Insult Consumer Intelligence With Entertainment Value?
By Doug Garnett, on April 26th, 2011% There are a lot of people running around right now with utopian theories of advertising that suggest it’s most effective when it doesn’t ask consumers to do anything.These theories are…
Read More: The Human Value of Effective Advertising
By Doug Garnett, on April 13th, 2011% Long ago studies began to suggest that advertising tends to be more effective when it’s “likable”. And very quickly, likability became an advertising absolute. So disagreeing with the concept of…
Read More: Does “Likability” Create Advertising That Consumers Hate?
By Doug Garnett, on March 25th, 2011% For all the grand ad agency theorizing about brands, it’s ironic that the most human sense of brands that I’ve read in a very long time comes from an academic…
Read More: Humanity, Humility, Statistics & Brands. Thoughts About “How Brands Grow” by Byron Sharp
By Doug Garnett, on February 21st, 2011% Massive misperceptions lead industries into poor choices. But industry politics make people hesitant to call out those mis-perceptions – sometimes for fear of losing future work; at other times because…
Read More: Despite Claims, Web Communication Is No More Respectful Than Traditional Advertising
By Doug Garnett, on February 17th, 2011% There was a post on Retail Wire this morning that pondered whether retailers will need traditional research once mobile tracking is “in place”. The question is interesting because it reveals …
Read More: Reading the Fossil Record: Why Mobile Retail Tracking Can’t Replace Focus Group Research
By Doug Garnett, on February 14th, 2011% There’s nobody easier to sell to than other salesmen. Unless, of course, you’re promising a consumer revolution to advertising agencies. Then, stand back and let the stampede commence! I was…
Read More: Squirrel! Advertising Agencies Chase Utopian Theories
By Doug Garnett, on January 28th, 2011% Nielsen ratings are often attacked for a variety of problems with their statistical reliability and I certainly don’t disagree with those challenges. Yet, I give Nielsen credit for reasonably estimating…
Read More: DRTV Finds What Nielsen Misses: An Audience That Will Take Action
By Doug Garnett, on January 18th, 2011% Ad agencies seem unable to resist the idea that there’s a “killer media” out there to fulfill their every dream. And that creates a tremendously dysfunctional business – which dashes…
Read More: Is Coupon Clipping Social Media’s Primary Value to Advertisers?
By Doug Garnett, on December 22nd, 2010% Media Post reports yet one more study (link here)… that shows that time shifting doesn’t hurt TV ad effectiveness. So after a decade of the ad business seeming to “wish”
Read More: DVR’s Do Not Hurt Ad Effectiveness – And May Help It
By Doug Garnett, on November 12th, 2010% In my last post, I noted six hard truths or axioms… I’ve developed about social media. And while these are sobering thoughts, it’s only by facing a medium’s weaknesses that
Read More: Five Reasons Consumers will “Friend” Your Company.
By Doug Garnett, on November 8th, 2010% …End-user confusion about drills and drivers is rampant – although the model in this stock photo looks more bored than confused.Tool makers have created a wilderness of product, category and
Read More: Impact Driver or Impact Wrench? Once More Hardware Marketers Hurt Themselves with Names
By Doug Garnett, on July 23rd, 2010% Communication is all-to-often the reason that products don’t make it across the chasm. Yet this is under-reported in the literature, perhaps because it’s easier to blame the technology. Or because…
Read More: Tech Products Fail to “Cross the Chasm” Because of Communication
|
Main Atomic Direct Website
Doug Garnett  Founder & CEO, Atomic Direct
|
