Professor Ehrenberg’s statements on advertising effectiveness? Because nothing has changed despite all the ballyhoo about Social Media, Facebook et al. Wherever ads appear, especially on Social Media, Ehrenberg’s resolute focus on the facts –
what data actually tells us – led him to challenge many a marketing
bandwagon such as ‘loyalty’. You may wish to improve the brand’s performance by
‘improving customer retention’, he observed, but without a higher market
penetration it just won’t happen. His work on advertising effectiveness was
equally challenging. He argued convincingly that there was no evidence that advertising
persuades anybody to do anything; advertising can only ever be a ‘weak’ force that
improves brand recognition and/or jogs consumers’ memories. Ehrenberg’s uncompromising insistence on staying only with the facts is probably why his work was so studiously ignored
by so many sections of the marketing community. Marketing gurus like Fred
Reichheld told people what they wanted to hear (even though it was poppycock)
and became very popular. Andrew Ehrenberg told people the truth, and more often
than not it was a truth marketers didn’t want to hear. So he never got the
recognition he deserved. Many goals set in marketing are unrealistic. They are therefore doomed to failure from the start.
Such romantic marketing dreams include sustained growth, brand differentiation, persuasive advertising, profit maximisation, and knowledge management. When marketers fail to reach any of these unreachable goals, it gives marketing a bad name.He then goes on to show why and how marketers’ dreams of sustained growth, brand differentiation, persuasive advertising, profit maximisation and so on are, as he said, ‘unrealistic’.
Use Shopper's Voice and become totally effective in all measurements. Contact: Paul Ashby on (44) 01934 620047 or on paulashby40@yahoo.com also visit http://interactivetelevisionofinteractivetv.blogspot.com
what data actually tells us – led him to challenge many a marketing
bandwagon such as ‘loyalty’. You may wish to improve the brand’s performance by
‘improving customer retention’, he observed, but without a higher market
penetration it just won’t happen. His work on advertising effectiveness was
equally challenging. He argued convincingly that there was no evidence that advertising
persuades anybody to do anything; advertising can only ever be a ‘weak’ force that
improves brand recognition and/or jogs consumers’ memories. Ehrenberg’s uncompromising insistence on staying only with the facts is probably why his work was so studiously ignored
by so many sections of the marketing community. Marketing gurus like Fred
Reichheld told people what they wanted to hear (even though it was poppycock)
and became very popular. Andrew Ehrenberg told people the truth, and more often
than not it was a truth marketers didn’t want to hear. So he never got the
recognition he deserved. Many goals set in marketing are unrealistic. They are therefore doomed to failure from the start.
Such romantic marketing dreams include sustained growth, brand differentiation, persuasive advertising, profit maximisation, and knowledge management. When marketers fail to reach any of these unreachable goals, it gives marketing a bad name.He then goes on to show why and how marketers’ dreams of sustained growth, brand differentiation, persuasive advertising, profit maximisation and so on are, as he said, ‘unrealistic’.
Use Shopper's Voice and become totally effective in all measurements. Contact: Paul Ashby on (44) 01934 620047 or on paulashby40@yahoo.com also visit http://interactivetelevisionofinteractivetv.blogspot.com
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