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UNDERSTANDING THE AUDIENCE KNOWABILITY PARADOX

By: Randall Rothenberg on June 20, 2004

Commentary by Randall Rothenberg There is no such thing as a perfect measurement system. A tape measure will only approximate one's real height, clothing...

ADVERTISING WEEK'S OTHER SESSIONS

By: Randall Rothenberg on September 23, 2004

Commentary by Randall Rothenberg What? You missed Advertising Week because you were still recovering from Fashion Week? Not to despair! It turns out that the...

The Continuing Adventures of Beauregard Babcock

By: Randall Rothenberg on October 30, 2006

I'm wandering -- well, my avatar, Beauregard Babcock, is wandering -- around the Club Extreme and Casino, a bustling nightspot. Beauregard is slender, has almond-shaped dark eyes, brown hair, a bald spot, and sports a white bowler and a rakish t-shirt that reads, "I love sheep." He is boyishly handsome, if I do say so myself. He should be: I created him.

'COG' AND THE AUTEUR FANTASIES OF CREATIVE DIRECTORS

By: Randall Rothenberg on May 12, 2003

Commentary by Randall Rothenberg Consumer marketers should understand they are financing creative directors' auteur fantasies. The mere fact that the ludicrous Cannes International Advertising Festival...