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 Post subject: "share of mind"
PostPosted: Thu Apr 08, 2004 1:48 pm 
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Joined: Thu Apr 08, 2004 12:01 am
Posts: 2
Is "share of mind" indeed becoming a common expression, as the author of an article I am editing assures me it is? I don't believe I've heard or read it before. The sentence in which it appears reads: "He hopes the mutual support effort will generate more 'share of mind' among ROTC commanders, so they will recommend the Guard to more graduates." I'd be grateful for any comments.


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 Post subject: Re: "share of mind"
PostPosted: Thu Apr 08, 2004 1:53 pm 
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Joined: Sun Apr 07, 2002 1:01 am
Posts: 8342
Location: Bethesda, Md.
"It's yet another shot across the bow of the industry, sending a signal that Google will compete across a broad range of applications traditionally offered by portals," said Dan Hess, senior vice president of comScore Networks.
"E-mail is a critical and time-intensive application, capturing significant share of mind among consumers -- thus Gmail stands to offer greater value to companies that invest marketing dollars with Google."
(Agence France-Presse)


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 Post subject: Re: "share of mind"
PostPosted: Thu Apr 08, 2004 2:22 pm 
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Joined: Mon Apr 05, 2004 12:01 am
Posts: 101
Location: Inner Baltimore
Marketing-speak. Kin to "brand recognition." Sounds like your author is co-opting idiom that should really be left to marketing managers. But maybe that's the nature of today's armed forces.


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 Post subject: Re: "share of mind"
PostPosted: Thu Apr 08, 2004 6:01 pm 
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Location: "It's really not like the rest of Texas."
I've never heard it, but it sounds terrible.


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 Post subject: Re: "share of mind"
PostPosted: Thu Apr 08, 2004 8:43 pm 
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From 1997: <p>Anheuser-Busch, the maker of Budweiser and the dominant company in the market for suds, is waging a campaign it calls its "100% Share of Mind" program, which gives its distributors incentives to carry only the company's products. (Washington Post) <p> From 1989: <p>Just a few months ago a newspaper consultant told the publishers that their newspapers are "severely threatened for share of mind, share of market, share of future. (Washington Post)<p>From 1982:<p> "We hope to gain 'share of mind' " with the ads, said CIA Deputy Chief Recruiter Henry Walton. That means the agency is hoping that even happily employed workers will consider the CIA if they are job hunting in the future. (Washington Post)


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 Post subject: Re: "share of mind"
PostPosted: Thu Apr 08, 2004 8:58 pm 
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Joined: Mon Mar 10, 2003 1:01 am
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Location: New Jersey
I would never use that in a story intended for a general audience. Add me to the list of people who'd never heard that expression before. Even if used in a quote, I'd put in an explaining sentence. I couldn't figure it out from context.<p>I would "assure" the author you're talking to that any expression unfamiliar to a professional copy editor is likely to be unfamiliar to a large number of readers as well. It's enough that you didn't get it.


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