Marketing Week Meets: Rory Sutherland
The Marketing Week Podcast
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The Importance of Optimizing Your Advertising
Advertising is the most expensive thing and therefore not unreasonably against the most attention. In selling anything, you should actually start at the end and work backwards. The emphasis paid to different components of advertising is completely out of whack. I think payment by the hour has shifted the balance of rewarding managerial skills versus creative skills. But the good news is we can now solve problems for anybody, not just people with a media budget.
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