Coming to Concurrence
Addressable Attitudes and the New Model for Marketing Productivity
J. Walker Smith
Nearly 70 percent of consumers say they are interested in products that shield them from all marketing and advertising. For marketers who rely on
marketing messasges to their prospects and clients, that is very bad news. Their marketing productivity is going to plummet. And people now possess the tools to exert control and block intrusive messages. In this groundbreaking books the authors, leading executive s in one of hte world's leading research organizations, ouitline tomorow's blueprint for success. The model rsts on four corners of Precision, Relevance, Power, and REciprocity. ALl of this is driven by the ability to find Addressable attitudes of potential customers and speak to those attitudes with relevance, precision, power and reciprocity. The result will be the solution to the growing crisis to Marketing Productivity.
J. Walker Smith, president of Yankelovich + Partners, has been described by Fortune magazine as
one of America's leading analysts on consumer trends.
Ann Clurman, Senior Partner at Yankelovich, has been described by US News & World Report as
one of the best researchers and generation-watchers
in America. Craig Wood is president of MONITOR MindBAse division of Yankelovich and is a nationally recognized expert on data solutions and consumer motivations.