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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit by Robert Rose, Joe Pulizzi

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CHAPTER 5

The Marketing Media Savings Model

BY ROBERT ROSE

An investment in knowledge pays the best interest.

—Benjamin Franklin

My problem lies in reconciling my gross habits with my net income.

—Errol Flynn

One of the most common TV tropes is the “enhance video” scene. You’ve seen it a million times: the detective and the technology specialist watch grainy security camera surveillance footage, and the detective notices something strange. “Enhance that bit,” he says. The technology specialist zooms in on the license plate. There’s something there. “Clear it up and enhance it more,” says the detective. And then, magically, that black smudge reflected in the water droplet on the license plate of the car becomes a recognizable face. They’ve discovered ...

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