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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 7

Consumed => “What Sticks – Chapter 7 (The COP in Three Simple Steps)” by Rex Briggs and Greg Stuart.

— Step 1: Get consensus on what your specific goals are for each ad campaign.

— Multiple goals have a distinct possibility of crashing together in a way that makes it hard to define whether the campaign should be considered a success.

— There should be no ambiguity in the definition of success.

— Why would consumers take the action that has been defined as a success?

— Step 2: Create decision tress to agree on action plans.

— What will happen when and who will be responsible for it.

— Step 3: Link marketing effectiveness measurement with action plans.

— Accountability isn’t measurement only; it helps marketers do something about the measurement.

Value add: Define goals? Gain consensus on the definition of success? Define roles and responsibilities? Accountability? Yup! This is all standard project management practices. One has to wonder what marketing and advertising have been going all these years, with all the budget.

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