With media consumption habits changing so rapidly, here's why you can no longer afford to hold onto long-held assumptions about how people respond to ads
Experience is rightly seen as a key factor in the direct marketing planning process, but used wrongly it can also be the planner's biggest mistake.
Of course, decisions based on past experience are taken often, and can be put down to two things. The first is the area of hunches and assumptions, where statements are made and automatically believed. Our trust in them comes more from familiarity than anything else. If you've ever been in a meeting and heard the phrase, "everybody is on holiday in August", or "we can't do it then because World Cup is on", then you'll know what I am talking about.
