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So glad my article gave you something to chat about and wonderful that you took time to share your perspective. Very helpful. I maintain there is a role in tighter definitions (or at least clear measures of different types) of the broader advertising to help marketers have the evidence to know what works best under what circumstances, e.g when do galas and PR work (for me help a brand grow)? are they interchangeable with mass media advertising? under what conditions? what makes these levers successful ? Making choices about where to invest (e.g. galas and/or social and/or tv) and how much in each is reality for the marketers I work with. Grouping them all together doesn't help with evidence-based decision making.

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