Episode 8: How Pumpkin Patches Grow
Madison and Wall Podcast
00:00
Reevaluating Marketing Reach in Brand Growth
This chapter explores the debate between Byron Sharp's research on brand growth and traditional beliefs about marketing effectiveness from the Ehrenberg Bass Institute. It emphasizes the complexities of incremental reach for marketers targeting occasional customers, while also questioning the universal applicability of brand growth principles, especially for small businesses. The discussion further analyzes recent earnings reports from major advertising firms, examining performance discrepancies and the evolving landscape influenced by technology and client relationships.
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