A Quote by Richard Askey
Combinatorial analysis, in the trivial sense of manipulating binomial and multinomial coefficients, and formally expanding powers of infinite series by applications ad libitum and ad nauseamque of the multinomial theorem, represented the best that academic mathematics could do in the Germany of the late 18th century.
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Examples ... which might be multiplied ad libitum, show how difficult it often is for an experimenter to interpret his results without the aid of mathematics.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
YouTube offers the best solution by running an ad before showing the video, but also offering a 'skip ad' button that you can click after five seconds to go directly to the video if you are not interested in the ad. Now, that's what I call consumer sovereignty!
Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.
We'd dub the one that came off best into the final transcription. It gave us a chance to ad lib as much as we wanted, knowing that excess ad libbing could be sliced from the final product.
So paid media is when you buy an ad - typically in a presidential campaign that will be in Iowa, New Hampshire, the early states. It costs some money to make the ad, but the greatest cost is in actually placing the ad on TV.
Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
We decided that 'trivial' means 'proved'. So we joked with the mathematicians: We have a new theorem- that mathematicians can prove only trivial theorems, because every theorem that's proved is trivial.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
The copy of an ad is merely a punning gag to distract the critical faculties while the image of the product goes to work on the hypnotized viewer. Those who have spent their lives protesting about 'false and misleading ad copy' are godsends to advertisers, as teetotalers are to brewers, and moral censors are to books and films. The protesters are the best acclaimers and accelerators. Since the advent of pictures, the job of the ad copy is as incidental and latent as the 'meaning' of a poem is to a poem, or the words of a song are to a song.
How can you shorten the subject? That stern struggle with the multiplication table, for many people not yet ended in victory, how can you make it less? Square root, as obdurate as a hardwood stump in a pasturenothing but years of effort can extract it. You can't hurry the process. Or pass from arithmetic to algebra; you can't shoulder your way past quadratic equations or ripple through the binomial theorem. Instead, the other way; your feet are impeded in the tangled growth, your pace slackens, you sink and fall somewhere near the binomial theorem with the calculus in sight on the horizon.
If you're Burberry or Gucci, you're not going to run a banner ad. To get brand ad dollars to move to digital, you need to create a beautiful experience.
It was precisely this notion of infinite series which in the sixth century BC led the Greek philosopher Zeno to conclude that since an arrow shot towards a target first had to cover half the distance, and then half the remainder, and then half the remainder after that, and so on ad infinitum, the result was, as I will now demonstrate, that though an arrow is always approaching its target, it never quite gets there, and Saint Sebastian died of fright.
I regard this conclusion as coming in the same sort of category, of historical probability so high as to be virtually certain, as the death of Augustus in AD 14 or the fall of Jerusalem in AD 70
My favourite fellow of the Royal Society is the Reverend Thomas Bayes, an obscure 18th-century Kent clergyman and a brilliant mathematician who devised a complex equation known as the Bayes theorem, which can be used to work out probability distributions. It had no practical application in his lifetime, but today, thanks to computers, is routinely used in the modelling of climate change, astrophysics and stock-market analysis.
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