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Is Predicting Choice Destroying Consumer Curiosity?
February 5th, 2016 by Dwayne W. Waite Jr.
In class the other day we started a discussion while looking at a Science Daily article about "information bubbles," when people don't circulate outside their affirmative connections, and how those whom consume news and information via social media have information bubbles that are less diverse...

Brands Can Never Prepare for the Unexpected
February 4th, 2016 by Dwayne W. Waite Jr.
The beauty and terror of doing business is that even when a company, management team, or marketing team has planned for all the possible scenarios, good or bad, for a particular initiative, it can still go wrong. Brands, marketing campaigns, and products can still fail. That's the risk of business.
Adobe Jabs at CMOs in Super Bowl Ad
February 3rd, 2016 by Dwayne W. Waite Jr.
"Everybody said to look at the data." That’s one of the lines the ad professional says in the new spot Adobe is releasing for the Super Bowl. Adobe, which started its campaign "Do You Know What Your Marketing is Doing?" a while ago, seems to be looking to pick up some steam with running this ad. We don't blame them; with the amount of distrust between agencies and brands...
The ANA's Scathing Review of the 4A's
February 2nd, 2016 by Dwayne W. Waite Jr.
For some time now, we've been monitoring the debate between marketers and agencies about how transparent the relationship should be between them. How close is too close? Could this closeness or transparency creep on proprietary information? Who knows. So when the 4A's, the organization positioned to represent advertising agencies in the U.S., released its guidelines...
Marketers Must Be Able to Speak Numbers
February 1st, 2016 by Dwayne W. Waite Jr.
Over the past couple of years, marketers and communicators have been challenged by C-Suite executives and non-marketers about proving their work. What is the return on investment for a particular campaign? If we target a certain batch of consumers, is there a customer lifetime value that a business can expect? How many website visits and video views turn into sales?
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