No Silver Bullet

Posted on August 7, 2012 · Posted in Uncategorized

When I first started in advertising you heard a lot about “reach and frequency” – how many people and how often.  There was even a pretty good formula developed to tell you that you could expect a certain kind of return based upon that reach and frequency.  But that was also a in a time where distruptive advertising was just a part of life – no tivo, dvr, youtube, streaming, etc.  The scary part of this transition is that there isn’t really a formula that works like a+b=c other than this: (a) you have to be active + (b) communicating all of the time = (c) in order to be considered when someone realizes that they need something.  The magic is being able to see when they start looking for you 🙂