It’s about effectiveness


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A few days ago I posted about the rise of the 15 second TV commercial. Yesterday Ralph mentioned that his wife (the smart one in the family) noted that it’s about connecting and emotion.  The announcement yesterday of the winner of the Institute of Practitioners in Advertising effectiveness award brings this point home.

This year’s winner was a two-minute TV commercial from Hovis bread. The ad is credited with growing sales 14% and with generating a return of $5 for every $1 spent (though it is likely that € or £ were spent, not $).

First be effective, then you can worry about being efficient.


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


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