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Herding Cats by Michael Weiss, Andrew Rohm

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Chapter 1

Who Are You and Why Should We Care?

If you were born and raised in the precommercial Internet era, particularly during the 1960s and 1970s, you most likely grew up watching TV shows like the Beverly Hillbillies, Happy Days, or M*A*S*H and reading newspapers that were delivered to your parents’ front porch by the newspaper boy (what a quaint notion—having your morning or afternoon paper delivered by the enterprising kid down the block). If you did watch lots of TV, your programming most likely came from the three major ­networks—CBS, NBC, and ABC. All this made advertisers’ lives, especially media planners’ jobs, pretty swell.

To reach consumers and generate awareness, interest, or desire in your brand, and depending of course on their ...

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