I'll never understand!

Ever had one of "those days?" I've had one, and everyone seems to know more about my area of expertise than do I (even though they've never worked in the field). In an article on my website ( www.smooth-male-voiceover-talent.com ), I talked about the phenomenon; everyone knows everything about advertising.

Today, I happened to notice the local Chamber was making a very common error in an attempt to measure the effectiveness of their advertising. I approached the individual responsible for the tactic and suggested it was a worthy effort, but it won't work. She told me it was absolutely working...but she could not provide any documentation that their data was correct or even meaningful. I asked how the data was going to be used and was told the result (meaningless as it is) will be used to determine what media the Chamber will buy for next year.

I have no dog in this fight, I sell nothing to the Chamber but support all their programs. They are choosing to ignore advice from an experienced professional, I shall offer no more. Too bad, they're going to waste money chasing bad research.

I'll never understand.

Bill