@-A-Glance Series: A Year-End Marketing Mediocrity Test
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First Looks Agency <br> @-a-glance
Thursday  |  December 15

THIS ISSUE:
A Year-End Marketing Mediocrity Test*


*Disregard if your end-of-year results are spectacular and your creative truly outstanding.

Whether your marketing plan matches the calendar year, or not, December is the right time to take the mediocrity test. If your sales are just adequate, your creative—only moderately distinctive and your marketing objectives-barely achieved, now might be the time to step back and objectively ask…why?
  1. Am I being visionary in my planning or is my plan a reflection of what's already been done?
  2. Have I allocated a portion of my budget to a risk defined opportunity?
  3. Is my advertising really being noticed? If not, most everything else is wasted.
Mediocrity is a slow moving consequence of not exercising the benefits of a properly structured risk. Taking a risk within a marketing program is part of your job. How well it's managed, and how often a true risky action is taken, might be the difference between achieving your marketing objectives and beating them in 2012.
creative advertising

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