Monday, January 6, 2020
The Eminent Scientist And Nobel Prize Winner Sir Peter...
The eminent scientist and Nobel Prize winner Sir Peter Medawar once wrote: Scientific papers in the form in which they are communicated to learned journals are notorious for misrepresenting the processes of thought that led to whatever discoveries they describe. You will have read (and maybe even written) many case histories describing marketing success stories. In your opinion, does the Medawar comment also apply to them? If so, what would be a more accurate description of such a process? (Please avoid the purely theoretical and abstract as far as possible.) ââ¬Å"There are three kinds of lies: lies, damn lies and statisticsâ⬠- Benjamin Disraeli It will be shown that Sir Medawarââ¬â¢s view can be the basis of an insightfulâ⬠¦show more contentâ⬠¦Sir Medawar is suggesting that in an ideal world the figures and research processes that lead to these figures would be transparent, absent of bias and void of subjectivity. The conclusions drawn, an accurate, honest review of the activity that would be shared with the client. The ââ¬Å"discoveriesâ⬠would be based on neutrally sourced information in the ââ¬Å"scientific journalâ⬠(or more aptly, the agency deckâ⬠¦) The language in Sir Medawarââ¬â¢s quote is perhaps too strong and no self-respecting agency and media space owner would survive long enough in this business if they gained a reputation being ââ¬Å"notorious for misrepresenting the processesâ⬠that leads to the conclusions shared with clients. However to suggest companies and individuals will not tweak arguments and data presentation to rose tint a campaigns performance, or embellish their contribution to brand success stories, is not only bad business sense, It is affront to self-preservation imbedded in human nature. While you cannot ââ¬Å"polish a turdâ⬠, you can most definitely accentuate your contribution to marketing successes, as well as emphasize aspects of success from lower performing media campaigns. If you canââ¬â¢t? Well, letââ¬â¢s pretend it never happened. ââ¬Å"New Cokeâ⬠anyone? A key part of this quote seeks to explore the relationship between ââ¬Å"causationâ⬠and ââ¬Å"correlationâ⬠in the factors contributing to marketing
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