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RadioShack, the consumer electronics pioneer responsible for such hits as the TRS-80, has officially re-branded itself as “The Shack”.
The reason? Lee Applbaum, The Shack’s Chief Marketing Officer, explains: “If you think about how you use nicknames, you generally use them with friends, people for whom you have an affinity and trust. Those are important [...] Fulgoni makes a convincing case here that the main culprit responsible for advertisers’ reluctance to commit dollars to branding campaigns is our over-reliance on the click: the exaggerated belief that all Internet advertising campaigns should be have a quantifiable, measurable impact.
Despite the low click-through rates on display ads (0.1%), brand advertising via display [...] |
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