That's Interesting!

 

"The words 'effective frequency' imply more than they directly convey. In literal terms, effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. However, as all experienced advertising people know, the phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a threshold. Repetition was considered necessary, and there had to be enough of it within the period before a consumer buys a product to influence his or her choice of brand. The idea is rooted not so much in research as in commonsense: the instinct to use advertising to knock consumers repeatedly over the head." - John Philip Jones ( https://lnkd.in/edNfeyeF ) "How often do you have to read a book, a news story, or see a movie or play? If it is interesting, once is enough; if it is dull, once is plenty." - Howard Gossage

Marketers accidentally constraining growth because they don't understand the difference between efficiency and effectiveness.  A post from Off Kilter Off Kilter.   Volume 157: Weaponizing the Wanamaker Paradox. Searching for the signal in the noise of brand marketing and design.   Weaponizing The Wanamaker Paradox. tl;dr: An end to the emasculation of marketing? Maybe. Somewhere around 20 years ago now, marketing began a fundamental slide into emasculation driven by the weaponization of what is commonly referred to as the  Wanamaker Paradox,  which states that “50% of my advertising is wasted, I just don’t know which 50%.” In a self-serving and ultimately wildly successful attempt to accelerate the shift of advertising budgets from hard-to-measure "traditional” channels, such as TV, radio, and print, toward easily surveilled, “digital” channels, such as search, social, and the web, the exploding world of digital, including the platforms, the AdTech and MarTech v...

“I feel the hairs stand on the back of my neck. A warm shiver runs up my spine, and goosebumps appear on my arms. It feels like something important is happening. I don’t know what exactly. But something is coming…Suddenly, my body is seized by a rapturous electricity; my mind is invigorated by an indescribable fusion of ecstasy, awe, despair, and longing. And in an instant, I realize something deep in my bones: This is what it feels like to be alive. This is also what *frisson* feels like, as experienced by a teenager hearing Johnny Cash’s version of Trent Reznor’s “Hurt” for the first time. ( https://lnkd.in/ei62dkAy ) Frisson or “being moved” is overpowering, memorable and more complicated than you might think. We may aim for frisson, but often end up settling for easier targets like “heart-warming,” which are less interesting, distinctive or memorable. Reactions to the song and video, from US hip-hop fans ( https://lnkd.in/eVkgc7-D ) to Asian tribal elders ( https://lnkd.in/e2A4...

 

When things are complete, or we know too much about something, there is no longer reason to engage with it. Yet marketing ideology continues to prescribe ads to be “clear, complete, simple and direct” for every situation. Leaving gaps raises questions; What am I missing? Things unresolved lead to more engaged audiences motivated to find out more. “What you don’t know is what keeps you going, keeps you interested,” says Stuart Firestein, neuroscientist in his TED Talk The Pursuit of Ignorance. Anthony Bourdain knew this intuitively. And it's a major reason his show was hugely popular and he became an icon. There have been other travel shows and other food shows, but they are produced to give people answers. A complete look at something. Here’s what this town is like. Here’s where this food comes from and how to make it. Anthony Bourdain's goal was different. It was to make people interested in the world. From the book "In The Weeds, Around The World and Behind The Scenes ...

We got the bubble-headed-bleach-blonde / who comes on at five She can tell you 'bout the plane crash / with a gleam in her eye It's interesting when people die \ Give us dirty laundry. (Don Henley) It is generally interesting when people die and has been since before history began. There is no need to apologize for being fascinated by the many interweaving patterns of circumstance leading to our common, singular end. To Mr. Henley’s chagrin, it’s also potentially interesting when a famous musician hires underage girls for a wild party to mark the acrimonious demise of his mega-band and one of those girls suffers a drug overdose in his house ( https://archive.ph/Gk6sp ). And while it may be true that “some things are nobody’s fuckin’ business” ( https://lnkd.in/eBkziepq ), the management would kindly remind all guests that the sign on the door to Celebrity clearly states: “You can check out any time you like, but you can never leave.” But he isn’t really angry about interest. He...