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Marketing Suffers from Inattention at Many Levels

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Marketing Suffers from Inattention at Many Levels

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Bill Harvey

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In Terms of ROI

The most well-known aspect of the problem referred to in the headline is consumer inattention to advertising. Erwin Ephron in 2004 wrote a blogpost called "Media Malpractice" in which he reported on the topic, "Why our traditional approach to measuring media no longer tells advertisers what they need to know." In it, he described methods for adjusting audience estimates to reflect not just "Opportunities to See" (OTS) but to estimate "Likely Saw" which, he argued, would change the media bought and result in improved effect.

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Bill Harvey

Bill Harvey, who has just won an Emmy® Award for his invention of set top box data, has spent over 35 years leading the way in media research with pioneer thinking in New Media, set top box data, optimizers, measurement standards, privacy standards, the … read more

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MediaVillage “Knowledge Exchange” is where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “Knowledge Exchange” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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