Eardley Factor Articles: Home: A Strategy Markedly
Improving the Probability of TV Marketing Success
The Eardley
Factor and You
Marketing
Success
Do Your Ads
Match The Eardley Factor Standard of Excellence?
EardleyFactor
Confidently Predicts Bush Victory
Teresa Heinz-Kerry's
Democratic Disconnect
Why John
Kerry Lost
Fox
News 100 Ads Eardley Factor Evaluation
Sublime,
Subliminal, Secrets and Shambles
CNN 100 Ads Eardley
Factor Evaluation
MSNBC 100 Ads
Eardley Factor Evaluation
ABC 100 Ads Eardley
Factor Evaluation
Fox News
37 Ads Eardley Factor Evaluation
Hillary
Rodham Clinton, Our Next President
Eardley
Factor Gives Mrs. Snowball the "Cold Shoulder"
Predicting
Election 2008 Through the Lens of Eardley Factor Analysis
The
Race to the White House
Obama
on the Slide
`Walking
the Plank' or `Jumping Ship?'
McCain
Back from the Brink
Neuromarketing
the Next Big Idea?
Market
Research the Poor Relation
'Head
On' Proves the Point
Dollar
Woes Spell Doom
Smell:
The Sense We Neglect
Bits and Pieces
Primary
Dyspepsia
Don't
be afraid of the 'Holy Grail'
Mother's
Milk Can Turn Women On!
For Love
or Money
When
Life was Brutish and Short
Is
Bob Prechter Right?
Torture?
What Torture!
Dollar
Weakness Now Critical
Telling
it like it is
Bits and Pieces
This week eardleyfactor is putting some of the bits and pieces together. It's a sort of taking stock exercise just to see where the advertising market is.
To begin at the beginning, if one would review eardleyfactor's first articles recognition of advertising and marketing our position will should convince the reader that eardleyfactor has the knowledge and expertise to determine what makes a successful commercial. Very few TV ads succeed and those which do well do so almost always by accident. How many creatives can replicate success over and over again? The unending turnover of work from agency to agency answers the question. Advertising Age reports on a weekly basis that work has been transferred to a particular company in the hope that the luck will change. No one has the knowledge eardleyfactor has and until these techniques are widely adopted, success will depend on 'chance'.
A good analogy is the slimming industry. Those who make a decent living from it fear the coming of the ultimate diet pill. Such an invention would sweep their fad diets from every magazine in the country. In the same way the powerful Advertising Houses would hardly welcome our 'Holy Grail' as the ultimate tool for producing consumer buying desire.
In fact they would have nothing to fear from these articles and everything to gain. There is still a massive role for all the good advertising agencies. The difference would be that the truly smart creatives would be able to use their creativity in new and exciting ways without focusing their abilities on areas which are inappropriate.
Indeed the very putting together of eardleyfactor was the result of the combined efforts of a physician and educator who has been most creative. It can be said with certainty that eardleyfactor will become the vital tool in assisting all the elements engaged in the process of promoting a product to be truly effective.
Most of the input one would contribute may seem somewhat different to the uninitiated, but be assured; this input makes all the difference between success and failure. Remember, there is a greater than 90% chance that an ad will fail, no matter how much money was spent on it. This is generally well known within the industry. What is rarely conceded is that the few ads that do succeed do so mostly by chance. In order to prove the point perhaps someone out there could point to an executive who has enjoyed even a 50% success rate. In other words nobody understands how to apply a universal methodology to the pursuit of predicting buying behavior.
The eardleyfactor watches and analyzes dozens of ads on a daily basis. Most are deeply flawed and are doomed to failure. Many could be saved with relatively minor eardleyfactor applications. It truly pains one to see good money dribble away for the sake of the introduction of small but absolutely vital amendments.
Until these claims become widely applied the industry will continue to use a combination of focus groups, dream work, Jungian 'Collective Unconscious', 'archetype', Freud and hypnosis to name but a few. Some researchers use techniques which are truly bizarre.
Advertising is a huge and vital industry. Every company is out to sell their product. Eardleyfactor techniques, when applied, can and will enable them to successfully promote their product.
Robert Jack Eardley, M.D.
Robert Francis Eardley, Cert. Ed., B.A.
3366 Commodore Drive
e-mail: robertfrancis@eardley.org
Lexington, Kentucky 40502-3602
(859) 229-7714
For those interested e-mail
inquiry@eardleyfactor.com
or
robertjack@eardley.org