Measurement, shmeasurement
Twice during yesterday’s excellent PRmoment.com #PRanalytics conference, the verboten three-letter acronym AVE was used. On both occasions, there was a sharper intake of breath than when one speaker, during a panel session, spelled out the C-word. In full. AVE. Advertising Value Equivalency. There, I only went and said it. The bane of the PR measurement industry. […]
Carry a big stick
Fear seems a very negative way to sell things. And yet all the evidence from behavioural economists shows that people will do more to protect what they have already got than they will do to acquire more. Most news stories start with a negative. ‘One in three Britons will die if x doesn’t happen’ or […]
