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24 March 2009



I see audience response as a measure of effectiveness, not a cause of it. For advertising to be effective, the stars have to be aligned, don't they - creative execution, strategy, media and brand.

Philip Tiongson

I guess I was trying to be rhetorical.

But even if the stars are aligned - creative execution, strategy, media, brand, product, consumer need, timing, scheduling, impressions - why does it work?

It's not even so much a question on which one works best or contributes best - but why is it that when stars are aligned, advertising works?

I guess I am just thinking too much. :)

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