Raising awareness is never enough
Posted by Rommil Santiago on July 30th, 2010
It never fails. Every quarter, I’ll hear someone say that the goal of a marketing campaign is to raise awareness about a product/cause/event. Yes, raising awareness is indeed a worthy objective. But is it truly ever a goal? For instance, if you were to ask me if I was aware of the Chevy Cobalt, I’d say of course. But if you were then to ask me if I’d ever test drive one, I’d say no and that, in fact, I don’t really know what one looks like other than it’s probably blue-ish. I truly doubt that my awareness of the Cobalt brand and complete indifference to its existence was the marketer’s aim. Read more…
Integrated Marketing Communication, Neuro-Marketing
Father’s day wishes
Posted by Rommil Santiago on June 16th, 2010
This Sunday will be my second father’s day. While for most fathers, this day will be about ties, socks and perhaps even a hammer, for me this father’s day is all about something else. Almost 2 years ago, my little daughter was born to me and my wonderful wife on a cold wintery day. After all the anticipation, we finally got to meet the little one that my wife nurtured within her for almost 9 months. And judging from my daughter’s reaction upon her big arrival, wow was she ever glad to meet us too. Loud enough to hear in the hallway, our daughter let the world know she had arrived. Little did we know that this liveliness would be her hallmark. Read more…
Libertarian Paternalism: My Take
Posted by Rommil Santiago on June 14th, 2010
I believe that North Americans, in general, like the concept of having free choice. They enjoy the concept of being able to decide on matters that will affect them. From what I can tell, this desire to choose starts at a young age. From my own life, I know my daughter enjoys picking the fruit she will eat for breakfast or the snack she will eat in the afternoon. While she usually sticks to picking apples and bananas, every now and then she’ll pick something out of the blue like, say, a raw egg. Now I know that eating a raw egg is not exactly the best dietary choice for a toddler, but she doesn’t know that. However, if I make her eat something else, she will start to pout and get upset she didn’t get to eat the raw egg. While I’m sure many parents can relate to this story, I wonder how many of them realize that as a people, we often act like this too. Read more…