April 2005 - Free Beer

Is bad publicity better than none?

April 30, 2005Administrator Leave a Comment

Lots of press recently about the supposedly unspectacular Penfolds Grange release for the year 2000. Some wine critics are saying it’s no better than a $15 bottle of wine. At one level the decision to release a 2000 Grange was… Continue Reading →

Effective frequency: activate bullshit detector

April 10, 2005Administrator 2 Comments

You probably know there are two dimensions in buying media: reach (% of your audience who see your ad) and frequency (number of times they see it). With a limited budget, there’s a trade-off. You can buy one spot on… Continue Reading →

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