At Kellogg Business School. Northwestern University, I met Don Schultz and Loza Fortini Campbell. Two professors is actually a lecturer at the Medill School of Journalism at the same campus. Executive Education Program specifically for Integrated Marketing Communication in which I participated last month, they were the main instructors.
Kellogg, Philip Kotler mangkalnya this place, it looks very serious about doing market research, marketing communications, especially in a changing market situation like today. Tremendous changes occurring now mainly driven by computer and communications technology that simultaneously has quicken the flow of information from all directions.
The human brain is a very simple and its size almost never changed from the first, had a new problem: memory can not be enlarged. Meanwhile, the information that needs to be digested very excessive. In this situation, a state awry: an unbiased means to miss capturing the latest information; but, taking all available information, the bias was drunk. Therefore, the key word is: relevance. That is, humans will only be able, willing, and capturing relevant information bias by removing the other.
A marketing communicator must be more wise in a situation like this, because errors in communication will be a waste. Effectiveness becomes much more important than efficiency, because there are three layers of defenses in the human brain before he decided to transplant an idea into an existing network of perception in his head.