O'Reilly logo

Habit: The 95% of Behavior Marketers Ignore by Neale Martin

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Advertising

The advertising industry calls to mind a scene in Joseph Heller’s Catch-22 where Gen. P.P. Peckem is describing a new term he created.

A bomb pattern is a term I dreamed up just several weeks ago. It means nothing, but you’d be surprised at how rapidly it’s caught on. Why, I’ve got all sorts of people convinced I think it’s important for the bombs to explode close together and make a neat aerial photograph. There’s one colonel in Pianosa who’s hardly concerned anymore with whether he hits the target or not.

Advertisers trying to rise above the constant cacophony in the marketplace understandably focus intense attention on the creative aspect of the communication. However, similar to the colonel who was more focused on bomb patterns ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required