Word: payoffs
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...agencies argue their efforts give them insights that can benefit their conventional customers. "We do a lot of learning this way," says Barnett of Brooklyn Brothers. "It gives us a greater understanding of clients' businesses." Another potential payoff, says Ruth Mortimer, associate editor at Marketing Week, is that collaboration can inspire greater creativity and risk-taking. For the launch of Relentless, Erasmus created a 30-minute surfing documentary to position the brand for the extreme-sports set. "It's a more sophisticated type of advertising than we're used to seeing with Coke," Mortimer says...
...first time, what I’m doing next year is not for an investment for future payoff,” she said. “But I’m doing it to be happy every...
...shows are mere lures to the low plausibility bar of home viewers. Watching them costs nothing but time. It's a different matter to ask moviegoers to pay for The Fourth Kind, a movie that's all setup and [SPOILER ALERT!], with the exception of one creepy levitation, no payoff in the chill department. Osunsanmi is so dogged in pursuing his faux-doc style that he offers hardly a glimpse of extraterrestrials [END SPOILER ALERT]. You'd do better downloading an old Art Bell show - say, the one about the guy who put an alien in his freezer - than investigating...
...there is a payoff for sticking with all of them. With the book's end in sight, Byatt snatches the Wellwoods and their circle, who have been living in a kind of Midsummer Night's Dream - admittedly a delusional version, shot through with subplots involving abuse and incest - out of their fairy costumes and deposits them in the vermin-infested trenches and blood-soaked hospitals of World War I. In conveying the vicious indifference with which their lives are shattered, Byatt's penetrating, unsentimental style hits its mark. None of Olive's fairy tales could have foretold...
...hard to tell what payoff would go to the winning technology provider, says Gordon, nor is it even known who would own the content. There is also the question of whether the various pay-for-content ideas would fly with consumers. Google CEO Eric Schmidt recently told British broadcasting executives that charging for online content won't work except for niche and specialist markets. Consumer surveys tend to support those doubts. A Belden Interactive survey released in mid-September found that computer users who said they'd pay for news online would shell out an average of only...