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September 12, 2006
R&D versus Ad spend
Joseph Jaffe's recent post on R&D spend caught my eye earlier:
Here are the facts:50 years ago: Advertising:R&D ratio was 3:1
By 1970, this had dropped to below $2
By 1995 it was down to $1.52
Today, $1.34 is spent on advertising for every $1 spent on R&D
The stats come from a cover story of Ad Age (May 1st edition).
His comments speak to not only the "new marketing" but also new worldviews of design thinking. I spoke about this at a conference recently, and one slide particularly stood out for me in this context:
Customer Experience as a gift:
"A good gift makes a connection … It means a fresh way of looking at something so the person that receives it thinks of you when they use it. They say: 'How clever, you thought about some part of my life and how to make it work. You didn't just go through the motions on this gift.' " (I think this is a version I found on David Pogue's NYT column, can't remember exactly.)
Joseph again:
In an age where R&D and advertising are quickly becoming synonymous with oil and water, I believe "new marketing" can play a major role in terms of not only bridging this gap, but indeed forging stronger bonds and interrelated dyamics or synergy points between the two disciplines.
(Joseph Jaffe is another local boytjie making good abroad - read his book.)
Posted by sdehaast at September 12, 2006 1:14 AM Posted to food for thought
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