Before I began blogging I was quite a naive young student. I thought, as you logically would, marketers would only run campaigns that had profitable returns. Branding issues aside, common sense would suggest that expenses should at least equal income. So when my local real estate agent does a mail box drop of 10,000 pamphlets they must be covering their costs. When telemarketers call random numbers, they must be selling enough to cover their hourly rate.

But blogging has changed this rather naive view of mine. Brands don’t always make logical decisions.