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At some point in the history of marketing and sales, the “purchase funnel” was created.
At the top of every funnel is the first step – awareness. We then proceed down the funnel to consideration, evaluation and purchase (though the exact steps vary from model to model).
And so some marketers began to believe that brand awareness was a reasonable objective of their efforts. How can we stuff consumers into our imaginary funnel if we don’t start with awareness?
Continue reading “Why Is Brand Awareness Such a Weak Objective?”
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Radio Shack ran an ad during this year’s Super Bowl. It was essentially an acknowledgement that their stores have been horribly out-of-date.
After establishing the premise of “The 80’s called – they want their store back,” a stream of retro characters poured into a Radio Shack store and began to dismantle it.
Some people liked it. “Funny!” they said. Or, “Look at all these characters I recognize!” Or, “I’m in my mid-forties, and I equate these warm pangs of nostalgia with quality advertising!” Continue reading “Radio Shack’s Super Bowl Fumble”