Click Measurement Update
Posted by Alberto Ferrer on Jun 19, 2007
As some of you may know, the MRC (Media Rating Council) is leading a task force of digital industry leaders to develop new standards for click measurement. Click measurement is a topic that while hot on the advertiser and agency side, is not really big news outside those groups. Further, publishers have been slow to [...]
Prioritizing Tasks at Hand: GTD
Posted by Alberto Ferrer on Jun 17, 2007
Sometimes we have more tasks on our to-do lists than we have time or resources in which to do them. Perhaps most of the time. How to prioritize? A common (yet erroneous) approach is to prioritize by due date. Start with what’s due first, continue with the task that is due right after the first [...]
More Grammar Help: Homophones
Posted by Alberto Ferrer on Jun 15, 2007
Homophones are words that sound alike but are spelled differently (and have different meanings). These words are commonly misused (one used instead of the other). Here are some examples. Well, not all these examples are true homophones (for example, the last pair), but they’re still commonly misused.
loose: Not tight, fastened, contained, or restrained.
Correct: The chimney [...]
Words in Plural and Singular
Posted by Alberto Ferrer on Jun 13, 2007
There are words in English with singular/plural combinations that are a little different from the usual “add an ‘s’ at the end” approach. These words are commonly misused (the singular used for the plural or vice versa). Here are some examples:
criterion (singular): A standard, rule, or test on which a judgment or decision can be [...]
Common Grammar Mistakes
Posted by Alberto Ferrer on Jun 12, 2007
Mute/Moot (Point)
The first (rhymes with “cute”) means [a] unable to speak or vocalize, [b] one who is incapable of speech, or [c] to soften or muffle the sound of. The second (rhymes with “boot”) means [a] without significance, having been previously decided or settled, or [b] of no practical importance, irrelevant. You can set your [...]
DVR Users Skipping Commercials During Playback?
Posted by Alberto Ferrer on Jun 9, 2007
I read in the 06/04/07 issue of Television Week an article by Adam Armbruster of consultancy Eckstein, Summers, Armbruster & Co. that quoted an interesting research study that looked at DVR users’ viewing behavior (general market).
It should come as no surprise to anyone that has a DVR at home that at least some people fast-forward [...]
Don’t Forget the Back-End Processes
Posted by Alberto Ferrer on Jun 8, 2007
When bringing clients into direct marketing to Hispanics for the first time, I have long advocated an approach that can be summarized as “start from the back and work forward.” Essentially, it calls for building the infrastructure that will support the program before media and creative are even explored.
That means looking at the existence of [...]
