Tuesday, May 31, 2005
Preparation- collect info, comp analysis, talking to ppl, observation
Incubation- ceasing analysis, putting prob outta conscious mind for a time
Illumination- Sudden inspiration of idea or intuitive revelation abt a potential solution
Verification- Studyin the idea, evaluating it and developin it for practical usefulness
- fragmentation of media
- better audience assessment through database technology
-consumer empowerment
-increased advertising clutter
-shifting channel power
-desire of greater accountability
-helps marketer to plan, evaluate and monitor promo activities
-identifies goals in concrete, measurable terms
-provide benchmarks for success or failure
-by end of campaign, conduct surveys to gage results
blast it || 11:21 AM
