Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'..
How much money have you spent in Advertising, Promotion & Marketing? If you're like most people you've probably spent over
$1000 or more. Many individuals and companies have spent $2000 to $50,000 in Advertising within a course of 1 Year.
The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this
question? Have you ever asked it yourself? Like most marketing communications questions there are no simple answers. After all, communication is a high level activity.
It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign.
Would you like to know how a car wash chain with only 12 locations has cleaned over 33,373,975 cars and has an annual
revenue of over $40 Million (that is not a misprint) using little to no paid advertising? Well, sit forward because I'm about to
tell you. The company name is "Car Spa" and here's how I discovered their brutally effective referral strategy.
Traditional brochures typically tell the story of your company, i.e.
All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way.
Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot
babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.
Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication
that tries to get change? If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce
existing voter behavior, while challengers call for changes. Any thoughtful marketing communication (and political communication
is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium.
Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this - "Is the
only bad advertising, no advertising?" Before we begin, it might help us to agree on what advertising is, so here's one
definition: Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media.
The great Claude Hopkins (Author of Scientific Advertising) once said, "Platitudes and generalities roll off the human
understanding like water from a duck. They leave no impression whatever.
What I'm about to reveal are myths that most people think are 'true.' They seem set in stone yet they are deadly to the advertiser.
Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing
again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window? What makes
one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember
the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on! One of the most
successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail.
Each year there is a Yellow Pages arms race where competitors in each category are encouraged to out spend each other. There is
only one winner in this arms race, and it is not you! Too many advertisers waste their money on Yellow Pages advertising without first considering their marketing strategy.
Digital printing has revolutionized the sign industry. Current printers can reproduce an image at 1440 dpi (dots per inch) at virtually any size.
Additional articles from
the Advertising Information Channel:
19 | 20 |
MORE RESOURCES updated Sun. July / 22 / 2018
could not open XML input