"Advertising is what you do when you can't go see somebody. That's all it is." Fairfax Cone (1963) "Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't." Morris Hite (1988) People who don't understand the sales process don't understand advertising. Unfortunately, people who don't … [Read more...] about How Advertising Works
small business
Niche Marketing and Advertising Effectiveness
There are a lot of reasons why you would want to tightly target your advertising message to a specific niche market - one of the best is that doing so will increase your advertising effectiveness. Many small business owners are reluctant to narrow the focus of their marketing efforts. Seeking better results by narrowing their focus seems counterintuitive to them. They want to … [Read more...] about Niche Marketing and Advertising Effectiveness
Viral Marketing: Be Careful What You Wish For …
I've written before about the perils involved in the pursuit of viral marketing. on the surface, it appears that viral marketing is a GREAT way to get "free" marketing by creating enough "buzz" to elevate a marketing campaign from "ordinary" to "viral". Fortunately, marketing doesn't carry the risks of say, oh brain surgery. When you screw up and make a marketing mistake, … [Read more...] about Viral Marketing: Be Careful What You Wish For …
Developing powerful marketing strategies
STEP ONE - Research, research research This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following: Your customers * What is their age? * What is their income? * What is their level of education? * What is their marital statues? * Do they have a religious preference? * What is their … [Read more...] about Developing powerful marketing strategies