tag:blogger.com,1999:blog-5249997465016074955.post5916346225896035275..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Amazing data from TiVo, IIBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5249997465016074955.post-42300306115346613112007-08-19T13:00:00.000-07:002007-08-19T13:00:00.000-07:00Thanks. Said like a true direct marketer.True, but...Thanks. Said like a true direct marketer.<BR/><BR/>True, but we can't expect "brand" advertising <I>(see Brand Babble for more on this outdated concept)</I> to always be offer-driven. It can, however, focus on product-oriented differentiation which aims at behavior change rather than just imagery or "lifestyle" elements aimed at changing attitudes.BOB HOFFMANhttps://www.blogger.com/profile/05158827977385952634noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-27211021256731065952007-08-19T11:10:00.000-07:002007-08-19T11:10:00.000-07:00Another difference between brand advertisers and r...Another difference between brand advertisers and retail/DR advertisers is a much more rigorous attention to measurement. This allows them to understand whats working and what's not. If the ads aren't working, they aren't changing behavior, they will change the ad. No hand wringing, no anxious moments, put a new offer out there. Measurement gives them the confidence of knowing what is, and what is not working. Quickly.James Hipkinhttps://www.blogger.com/profile/02059480809072956762noreply@blogger.com