A Visit With Dr. Greg Cynaumon - DR Agencies vs. Other Agencies

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) April 21, 2004 -- DR Online: Dr. Cynaumon, you own and are principally involved in the day-to-day operations of Infinity Advertising, perhaps the most successful DR shop around. The purpose of this interview is to pick your brain for the differences between DR and BRAND advertising, and why so many agencies shy away from DR?

Cynaumon: "You can pick my brain if you'd like, but you might find it to be slim-pickins," Cynaumon quipped. "There are a number of subtle differences between DR and BRAND advertising agencies. We could discuss message, content, venue and alike, but I believe the most significant difference between the two is ACCOUNTABILITY."



DR Online: How so?



Cynaumon: Without so much as a moment's hesitation, Dr. Greg replied, "With standard branding campaigns, the company pays the agency and hopes for the best. Sometimes sales can be seen with relative proximity to the advertising campaign, but most of the time, the success (or failure) of the agency and the campaign will not be seen for weeks or even months after the campaign."



DR Online: And with a DR advertising agency?

Cynaumon: "Let me give you an example with CortiSlim� being handled by my agency. When we create an advertising message for CortiSlim�, whether it is through it's formulator Dr. Shawn Talbott, or by myself as a spokesperson, the one and only goal of that commercial message is to make the phone ring NOW!"



Pausing a moment to let the message distill, Dr. Cynaumon continued. "We measure how many times the phone rang and how many sales came from that commercial and then we compute it against the spot cost. We know instantly if a particular message on a particular radio or television station is pulling good ratios or not. When it is not, we can change it on the fly. That in short, is the difference between DR and brand advertising agencies."

Information about Dr. Greg Cynaumon can be found at www.drgreg.org or you can visit the CortiSlim web address www.cortislim.com.