Cumulative Impact
It is based, though, on an accumulation of impacts over time. Unfortunately, too many marketers – particularly those in creative departments within advertising agencies – signally fail to recognise the importance, and long-term nature, of this investment. They treat each new campaign as if it could, and should, be taken in isolation - no matter how it meshes with previous messages which have been delivered to the consumer. The evidence is that the consumer, on the other hand, does not view the advertising and promotion in such lofty isolation; instead he or she incorporates it into their existing image - to good or bad effect, depending upon how well the new campaign complements the old.
Read more about this topic: Customer Franchise
Famous quotes containing the words cumulative and/or impact:
“Raising children is an incredibly hard and risky business in which no cumulative wisdom is gained: each generation repeats the mistakes the previous one made.”
—Bill Cosby (20th century)
“Too many existing classrooms for young children have this overriding goal: To get the children ready for first grade. This goal is unworthy. It is hurtful. This goal has had the most distorting impact on five-year-olds. It causes kindergartens to be merely the handmaidens of first grade.... Kindergarten teachers cannot look at their own children and plan for their present needs as five-year-olds.”
—James L. Hymes, Jr. (20th century)