THE DOW THE TA-100 MORE FLEXIBLE MORE NIMBLE MORE COST EFFECTIVE.
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Transcript of THE DOW THE TA-100 MORE FLEXIBLE MORE NIMBLE MORE COST EFFECTIVE.
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THE DOW
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THE TA-100
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MORE FLEXIBLEMORE NIMBLEMORE COST EFFECTIVE
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SMART MARKETERS WILL SHARE RISKS AND REWARDS.
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A MOVE TO DIGITAL.
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THE BEST WAY TO MANIPULATE POPULAR CULTURE.
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THE POWER OF THE STORY.
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MYTH #1EVERYTHING HAS CHANGED.
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Source: Nielsen Media Research Based on the percentage watching an average prime-time minute during the first three weeks of each television season
Percentage of Men 18-34 watching prime-timeTV
27.0%
28.0%
29.0%
30.0%
31.0%
32.0%
33.0%
96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04
THE CRASH OF ‘04
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TV
Radio
Newspapers
Magazines
TV
Internet
Watching DVDs/Videos
Magazines
Newspapers
Radio
Late 80s Now
Source: Nielsen/Arbitron Persons 12+
FRAGMENTATION
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ROUGHLY 380 B.C.
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“THERE IS NO LEARNING WITHOUT EMOTION.”
-PLATO
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“IN ANY NEW TECHNOLOGY, A GREAT STORY IS ALWAYS THE KILLER APP.”
- MICHAEL EISNER
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Source: 2008 Forbes List
MICHAEL EISNER’S NET WORTH:
$1.1 BILLION
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FABLES, PARABLES AND SOMETIMES ADVERTISING.
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0 10 20 30 40 50 60
TiVo/DVR
Handheld e-mail
Satellite Radio
Radio
iPod
% of Owners/Users Giving "4" or "5" on 5 pt. Impact on Life Scale
Source: Arbitron 2005
LIFE CHANGING EVENTS
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0 10 20 30 40 50 60 70
Internet
Radio
TV
Newspaper
Magazine
Percent of People 18+ Who Multi-task With Each Medium
Source: BIG research Simultaneous Media Usage Survey
MULTI-TASKING
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MYTH #2THE CUSTOMER IS IN CONTROL.
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IT’S EASIER THAN EVER TO SHUT YOU OFF.
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IT’S EASIER THAN EVER TO FALL IN LOVE.
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STAY LOOSE AND BACK WINNERS.
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100 MILLION HITS, IN TWELVE DAYS.
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FLY BELOW THE RADAR.
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CONSISTENCY IS GOODSURPRISE IS BETTER.
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TAKE A GIANT STEP BACKWARD.
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DON’T FEED THE GORILLA.
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