{"id":63,"date":"2012-02-16T03:01:53","date_gmt":"2012-02-16T03:01:53","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2012\/2\/15\/220153.html"},"modified":"2012-02-16T03:01:53","modified_gmt":"2012-02-16T03:01:53","slug":"research","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/research\/","title":{"rendered":"Research?"},"content":{"rendered":"

 <\/p>\n

Research?<\/span><\/b><\/span><\/div>\n
Does ‘research’ really sell?<\/span><\/div>\n
        I’ve seen the convincing research the print folks use that ‘proves’ reading an ad is much more powerful than hearing it. And I myself have used the ‘scientific’ research that unequivocally verifies that hearing is much more influential than reading.<\/span><\/div>\n
        Then of course there is the research we use when representing our TV clients that proclaims the combined power of ‘sight, sound and motion’ is unbeatable.<\/span><\/div>\n
        You’ve probably heard the program directors who blame a ‘bad book’ on the research sample size, but the sample size seems to be just fine when they have a good book.<\/span><\/div>\n
        Here is the bottom line when it comes to presenting media research;<\/span><\/div>\n
        1. Every media can demonstrate they are number one (even if it’s only with left-handed grandmothers at midnight).<\/span><\/span><\/div>\n
        2. There are four basic buyer styles, and only one quarter, the analyticals, give a darn about research and statistics. The rest simply want to know “What are you going to do for me?”.<\/span><\/span><\/div>\n
        3. Even those analyticals who seem to <\/span>care about research will only believe the research which confirms their previously held beliefs. Often, when they ask for research, they do so in the hope that they can find an excuse to reject your proposal.<\/span><\/div>\n
        4. Opinion surveys only reveal what respondents believe influences their purchase decision, from a conscious logical left brain perspective. Dreamy right brain motivation is seldom understood and almost never revealed in opinion surveys. <\/span><\/div>\n
        In a rapidly changing media world, all surveys are a snapshot through the rear view mirror. A view through the windshield of what lies ahead is much more valuable to advertisers.<\/span><\/div>\n
        So before you go counting on impressive pie charts, spreadsheets<\/span> or reams of data to make the sale, maybe you should present the big idea to help your prospects achieve a higher return on their investment with you. <\/span><\/div>\n
        Demonstrating what you are going to do for me is always more powerful than showing me research that is all about you.<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

  Research? Does ‘research’ really sell?         I’ve seen the convincing research the print folks use that ‘proves’ reading an ad is much more powerful than hearing it. And I myself have used the ‘scientific’ research that unequivocally verifies that hearing is much more influential than reading.         Then of course there is the research […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-63","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/63","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=63"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/63\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=63"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=63"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=63"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}