Eardley Factor Articles: Home: A Strategy Markedly
Improving the Probability of TV Marketing Success
The Eardley
Factor and You
Marketing
Success
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CNN 100 Ads Eardley
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MSNBC 100 Ads
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ABC 100 Ads Eardley
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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
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Obama
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`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
Don't be afraid of the 'Holy Grail'
At 'eardleyfactor' our analysts read' Ad Age' on a daily basis. It's part of our job, knowing who is doing what and for whom.
What interests us is the legion of changes that take place, as one agency replaces another. Should a particular 'creative' appear to enjoy success, he or she is crowned with possessing some kind of almost magical power. That power is often seen as the power to repeat success time after time. It's as if someone has discovered the 'Holy Grail'.
Time after time those hopes and beliefs are dashed. Fame and success in this line of country is as ephemeral as political popularity. It's here today and gone tomorrow. The so called 'big names' fall from grace only to be replaced by the next 'new kid on the block. 'The discovery of the Holy Grail' in marketing and advertising remains as elusive as ever!
Eardleyfactor not only has an explanation for this, but also knowing this methodology can ensure repeated success.
Firstly, let us set out our explanation for the eventual and inevitable failure of individual and corporate advertising/marketing entities. It's all to do with the resolve to succeed being associated with individual creativity. Indeed the constant use of creatives, creativity and similar expressions has 'locked in' the entire advertising process so as to be part of something which comes out of the human imagination. Yes, one could wax philosophical here and argue the age old enigma as to whether knowledge stems from within or without, an issue which has taunted philosophers from Plato to Kant. 'Eardleyfactor 'is convinced that the Holy Grail in advertising is not a 'zero sum' affair. It is of paramount importance that knowledge of the hidden motivational issues of humankind are obtainable and have been discovered. These motivational issues are immutable and apply in every case. Creatives appear to have no knowledge of what really makes people purchase 'this' rather than 'that.'' True, they can produce very striking work, beautiful to watch, eye catching, attention getting, even popular. What they can't guarantee is that their work will translate into sales. If there were a formula based on creativity alone, someone would be able to demonstrate repeated success. So far, no one has.
That said, 'eardleyfactor' is convinced that having this 'knowledge' ensures success repeatedly. Let us make one thing clear. Being creative is not what we are about. This methodology has the ability to oversee and inject a 'cleaning up' operation of those aspects of ads which would surely fail without intervention. Often the changes required are minute. Sometimes more extensive changes are required. Creatives still play a huge role in the process as do the Researchers, Musicians, Color technicians 'et al. 'Nobody is superfluous to requirements. Eardleyfactor is the guiding hand, more often than not to exclude or include something which would otherwise tip the balance of probabilities against success. These changes are absolutely crucial.
There will be those who would resent this contribution. They should not. Together the Agency will reap huge rewards. The 'creatives' will continue to enjoy the limelight. 'Eardleyfactor' will be content to exercise its contribution from a more distant location.
Thus far, research has been of intellectual interest. What others have to offer has not been successful, the eardleyfactor abilities far exceed their goals, and use of this methodology would prove it.
In the face of repeated failure and change amongst even the stars of the advertising firmament, someone should take their courage in both hands and examine in detail what can be done to provide our dramatic new injection into the advertising/marketing process.
Not being the youngest of men, it would be a pity if this knowledge went with us.
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