Dave Eckstein | The $3 cost-per-click on paid search is a waste of money for most local advertisers.
Mar
31
2010
31
2010
Mar
9
2010
9
2010
The Cable Guise: No Such Metric as Cost-Per-Spot
Roland Eckstein | Want proof that local advertisers can’t afford cable advertising? You got it.
Nov
8
2009
8
2009
Slicing Into Inefficiencies of Direct Mail
Jodi de Riszner | Making an razor thin cost-per-lead even better by cost-shifting out of inefficient direct mail.
Sep
28
2009
28
2009
Cost-Per-Thousand vs Cost-Per-Click: The Customer Acquisition Cost Comparison
Roland Eckstein | Here’s how paid-search can cost more than broadcast television to generate leads.
Jan
22
2009
22
2009
How to Stretch Your Ad Dollars
From Ward’s Dealer Business Online | Feature Column
Can you handle the hard truth?
Many car dealers have not been “marketing” over the last five years. Many have been simply buying ads and taking car orders.
Some nameplates were so hot that dealers told me they were hardly able to keep them in stock. Their biggest worry was [...]
Jul
1
2008
1
2008
Understand The Big Picture
When we hear from dealers who say that they tried television advertising in the past and it “didn’t work,” we ask what type of TV they used.
Was it local cable insertion like (ESPN, CNN, CNBC) or a local broadcast affiliate (ABC, NBC, or CBS)?
It’s critical that we understand what options they chose, and why, before [...]
Nov
5
2007
5
2007
Tapping the Resouces of Local TV
Local TV stations are one of the finest sources of marketing concepts and execution among media choices. When the overall market is slower, the opportunities they offer only multiply.
Broadcast television stations can help media planners and clients generate measurable results in short order—just the thing needed in this difficult economy.
There are several reasons to tap [...]
May
21
2007
21
2007
Making Advertising Really Pay
Every year our firm holds advertising profit seminars with large groups of clients. What have we learned? For starters, we’ve learned the old adage about “50 percent of all advertising is wasted” is wrong. Actually, the percentage is higher.
We have determined that at least 60 percent of a typical client’s advertising dollars are wasted because [...]
Mar
4
2007
4
2007
The Media Party
Here we are, in the first quarter of 2007, at a point in time when virtually anybody — and I do mean anybody — can buy and sell advertising. This isn’t a new phenomenon. If you don’t believe that’s true, just check your email right now. Or visit Google. Log into Twitter. Or read a [...]
Jan
1
2007
1
2007
The Other Success Indicator
“Increase my sales immediately!” is the cry we all hear so often from advertisers. Is it that a sales increase is the only, or even the preferred method to measure an advertising campaign?
Is there no other way to create financial success for a television advertiser?
Of course there is. It’s Profit increases.
How many companies constantly search [...]
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ESA & Company is the nation's premier retail advertising consultancy. Founded in 1981, the firm works in over 70 U.S. media markets with thousands of local advertisers each calendar year. ESA campaigns are designed to deliver market share gains with a declining cost of new customer acquisition.