Counting Media Calories
Erwin EphronEphron, Papazian & EphronWe are just beginning to understand the natural laws of advertising.Don't panic, they could have been written by Weight Watchers.
THE WEIGHT WATCHERS' LAWS OF MEDIA
- Don't pig out
- Don't skip dinner
- Eat a balanced diet
- Count the calories honestly
The first law seems to be don't pig out: moderation makes advertising work better. Consumer markets show decreasing marginal response to high levels of advertising each additional exposure contributes a little less, so shovelling it in in bursts or flights is not costeffective. Weight Watchers tells the...