Except for the Super Bowl, people no longer watch television – or so says marketing guru Gary Vaynerchuk. Accordingly, marketers should spend all their budgets on social media and Super Bowl commercials. Not so fast, cautions professor Mark Ritson in this Marketing Week column. Vaynerchuk, he argues, bases his advice on personal experience rather than facts. Although Ritson is condescending in some parts and vulgar in others, his data-driven rebuke should convince marketers to take Vaynerchuk’s advice on advertising budgets with a grain of salt.
In this summary, you will learn
- What marketing theories entrepreneur Gary Vaynerchuk touts,
- Why his assertions about television and social media advertising in particular are wrong, and
- Why including television in your media mix still makes sense.
About the Author
Mark Ritson, PhD, is a marketing professor at Melbourne Business School and award-winning branding columnist at Marketing Week.