Campbell, Vogler and the classic Hero Journey First episode is here. In The Hero with a Thousand Faces (1949), Joseph Campbell, a professor of literature at Sarah Lawrence College, unpacks……
Category: Advertising
Share of Search is now gaining attention
Share of Search (SoS) is finally gaining attention as a significant (and inexpensive) metric for brand awareness and for forecasting future market share movements, and this is the reason why……
Where Creativity, Data and Performance Meet
“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most……
Can online media build a brand?
I decided to report here, for my and your records, slices of the thread that has followed my post on LinkedIn about online media being overrated as a brand building……
Double jeopardy law and digital media
The “double jeopardy” principle for brands affirms that market penetration (or market share) and loyalty (or frequency to buy) are strongly related. Large brands have a double advantage: they enjoy……
Programmatic is a mess
“From that fraction of ads that were matched, PwC found that, on average, nearly one in six (15%) of advertising pounds spent on these ads are being lost in the……
How easy it is for plagiarised news sites to get ad revenue?
Great story by a CNBC reporter on how easy it is to attract paid advertising to a fully plagiarised website. One more reason to seriously consider original content on your……