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The Roundup Case: Problems with Implementing Science-Based Policy

Using science as a method to convince the masses, maybe a double-edged sword. For example, when it comes to environmental issues, it may be easier to accept warnings of a product if it fuels an already implied notion of skepticism; and may do the opposite if it dispels the idea that a product is actually safe. As marketers, we have to listen to the counter-narratives of a product and determine if the science supports the original emotions.

This article provides very useful information about relying on scientific data to support your campaigns and you may find you need to go back to the drawing board!:

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Die besten Kampagnen sind die, die von der Zielgruppe selbst entwickelt werden. Sie erzielen bis zu vier Mal bessere Resultate.

Dafür hat business campaigning GmbH das Target Community Lab™ entwickelt, ein spezielles Workshop-Design, das schon seit 15 Jahren Laien befähigt, Kampagnen-Konzepte zu entwickeln. Zum Beispiel die Kampagne für den Schweizer Kinohit «Mein Name ist Eugen».

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