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…

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Measuring Results from a Multimedia Marketing Plan

Our clients report that all of the drastic changes in consumer media usage has caused them confusion about how to measure retail mutli-media electronic advertising campaigns. If you are the advertiser, you may have even already discovered that the old standby measurement tool, the customer survey, is becoming irrelevant due…

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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…

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Not a Question of Luck

“If I could just tell when my dealership advertising was working, I’d be thrilled!” I hear this comment from many dealers. To this point, I offer the same response: “If you can’t tell when your ad plan is working, how will your customer!?” There’s no getting lucky in dealership advertising.…

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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.…

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David vs Goliath: Winning Against the Big Box

You’ve just received a tough assignment to develop a successful television campaign for your client that must compete with their much larger competitor. How do you begin? First, you need to fully understand the larger competitor’s strengths and weaknesses from the consumer’s point of view, and, in direct relation to…

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