We Need An Effective Definition Of Effectiveness

So next month will brings us Cannes, and the new Cannes Creative Effectiveness Lions.

Never mind how a bunch of judges from different countries will try to define effectiveness in marketing. We have enough problems defining it as it as:

No matter what anyone says, advertising and marketing are rife with uncertainty. One thing is for certain: Clients want results. And they’ll determine exactly what results make a marketing campaign effective. “Everyone’s talking about it” could be a determining factor for one client, and increased sales will be a factor for another.

It’s the subject of my new column on Talent Zoo, which will be on the home page tomorrow.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.