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Al Ries: "Why The People Meter Apollo Project Is Off Base"
I love AdAge.com. Greating reading material for those who think advertising -- the ads and the pop culture/market forces behind them -- actually matter.
In this new article, marketer Al Ries explains why the VNU/Arbitron collaborative "people meter" project is way off base. In it, he explains "public relations builds brands better than ad promotions". But do they actually build ratings? Mr. Ries wrote the article in response to an April New York Times Magazine article which explained that the way companies monitor viewership and listenership consumption was about to radically change, as the VNU/Arbitron "Apollo" project was being tested.
The is-it-on, is-it-off testing project continues in Houston...read on.
(requires your free member ID log on to AdAge.com; if you don't have one by now, get it!)
posted by Unknown @ Thursday, May 12, 2005,
