{"id":50,"date":"2007-02-27T11:51:39","date_gmt":"2007-02-27T15:51:39","guid":{"rendered":"http:\/\/siebenthalercreative.com\/blog\/?p=50"},"modified":"2007-03-11T01:03:47","modified_gmt":"2007-03-11T05:03:47","slug":"the-original-love-hate-relationship","status":"publish","type":"post","link":"https:\/\/siebenthalercreative.com\/blog\/the-original-love-hate-relationship\/","title":{"rendered":"the original love-hate relationship?"},"content":{"rendered":"<p>Yesterday&#8217;s <strong>Ad Age Daily<\/strong> contained the disturbing news that only 21% \u00e2\u20ac\u201d twenty-one percent! \u00e2\u20ac\u201d of marketers (clients) would recommend their own agency to others! This dismal revelation was joined by the equally distressing stat that fully 76% had no way to measure their agency ROI.<\/p>\n<p>Measurement&#8217;s a great concept when you&#8217;re trying on shoes but considerably less useful when it&#8217;s time to pick shoe style or color. Conclusion? Shoe doesn&#8217;t fit \u00e2\u20ac\u201d should have measured more carefully. Shoe looks ugly \u00e2\u20ac\u201d next time take your wife along and don&#8217;t trust the salesman.<\/p>\n<p><!--more-->Here&#8217;s my take. Accept as gospel the idea that occasionally clients, shall we say, intensely dislike the notion of writing checks for advertising versus the spontaneous act of setting fire to a pile of money in the middle of the street, thus providing measurable light and warmth.<\/p>\n<p>Second, throw in the qualifier that says we must measure everything, otherwise we can&#8217;t see where we&#8217;re going or where we&#8217;ve been.<\/p>\n<p>Finally, fail miserably at trying to come up with a metric that can discern between Coke On A Hillside, Where&#8217;s The Beef and the Geico gecco.<\/p>\n<p>This isn&#8217;t as radical a comment as first appears. If humans could <em>really<\/em> measure emotional content in a predictable fashion, marriages wouldn&#8217;t go bad, politicians wouldn&#8217;t disappoint, car salesmen would be revered and finally, creative directors would be role models. Hah!<\/p>\n<p>Ain&#8217;t gonna&#8217; happen. So in the meantime, clients will continue to cringe when it comes to advertising support. Best advice for advertisers? If it makes you feel good or, better yet, if it makes your <em>market<\/em> feel good, just enjoy the unqualified internal ray of sunshine that beams forth as a result of that unsolicited spontaneous compliment on your latest ad. Because sometimes that&#8217;s the best metric of all.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday&#8217;s Ad Age Daily contained the disturbing news that only 21% \u00e2\u20ac\u201d twenty-one percent! \u00e2\u20ac\u201d of marketers (clients) would recommend their own agency to others! This dismal revelation was joined by the equally distressing stat that fully 76% had no way to measure their agency ROI. Measurement&#8217;s a great concept when you&#8217;re trying on shoes [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[2],"tags":[],"class_list":["post-50","post","type-post","status-publish","format-standard","hentry","category-marketing-and-promotion"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfUeo-O","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/50","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/comments?post=50"}],"version-history":[{"count":0,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/posts\/50\/revisions"}],"wp:attachment":[{"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/media?parent=50"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/categories?post=50"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siebenthalercreative.com\/blog\/wp-json\/wp\/v2\/tags?post=50"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}