Another pet peeve

Ad clicks and brand impact are in two completely separate areas of influence. Ad clicks are only a measure of initial interest in a product or service. What compels clicks doesn't necessarily promote brand impact. So when I ask you about branding and you want to talk Cost Per Click (CPC), that's like me asking you "What's your favorite color?" and you responding, "To get to the other side." It's an answer to a question that was never asked.

And people ask me why their media property gets pigeonholed as a direct response vehicle. Grrr...