Ad-Stimulated Moments of Truth Explored in Marketing eBook From Google Exec

According to The New York Times, Winning the Zero Moment of Truth is a new eBook by Jim Lecinski, Google’s Managing Director of US Sales & Service.

In a phone interview with the Times, Mr. Lecinski explained that the title is a play on a phrase that is beloved by Procter & Gamble, “the first moment of truth,” which refers to the few seconds that a shopper looks at, and considers buying, a product on a store shelf.

The “zero moment of truth” is so named because it takes place after an ad for a product stimulates interest in it and before the possible visit to the store to buy it, Mr. Lecinski said.

“Consumers are researching by reading reviews and ratings, asking friends in a social network,” he added. “What the book shows is that this collection of activities is almost as important as the stimulus or the point of purchase.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.