Judging good marketing is simple. Good marketing achieves the measurable positive results that the client was hoping for. Great marketing not only achieves measurable positive results but also creates awareness by creating campaigns that connect with the target audience, resonate the specific message, and influences their behavior.

Humans by nature are creatures of habit and generally resist attempts to modify their behavior unless they receive a good reason. Great marketing gives consumers a good reason to act the way great marketers want them to act.

This can be a difficult task that combines research, psychology, strategy, finances, and art. The great marketer will arm himself with this information and choose the right audience, with the right message, the most effective ways to deliver this message, and then will use metrics to evaluate the campaign.

The next time you hear people talking at the water cooler about that great advertising spot, think to yourself, the ad may be memorable but does it have a call to action to change the way consumers behave.