These are explained in the article, which we’ve shifted back to the New Year because it was so huge! In Point number 5 what I mean is that you personally may be tired of the campaign but your audience (if it’s still generating sales) isn’t. So don’t scrap it just because you’re bored with it!

I totally agree it should be the benchmark and tweaks applied to every part of it.

And I suppose you could say then it’s like the story of an old but very trusty broom… I’ve had it 20 years and in all that time it’s only had 6 heads and 5 shafts. So is it a new broom or the old one?

Jim

I like it and agree with most of them.

I may quibble about number 5. If the campaign is working then it has to become your benchmark. My all means test other items against it but why abandon it