What Do Consumers Think? Don’t Even Bother Asking

In a recent article on the Brandweek website, Mr. Sellers of Grey Matter Research & Consulting wrote, "In at least a third of the advertising-related focus groups I've moderated, the client has insisted we ask a question such as: 'What would be the best media to advertise our product?' The inevitable answer is television. But that's just because TV is what people tend to envision when they think of advertising. It's not because consumers actually have deep insight that a TV buy would suit the marketplace goals of the brand in question."

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