Quotable
Direct response ads pay for
themselves (at least they do when they work). Socially acceptable
paid-for interruption leads to response, and the response (a sale,
generally) generates revenue and you can run the ad again. Google's
business is driven by direct response advertising.
Trust ads are generally
unmeasurable. "I've heard of these guys, somewhere." Without consciously
realizing it, we often choose to do business with the familiar, and ads
increase familiarity. Particularly the right ad that
runs in the right place. This is old school advertising, the first kind
that appeared on TV. This is advertising that tells a story, advertising
about belief, not necessarily action.
Demand enhancement ads remind us
that on a hot day, we'd like a cold drink. They are ads designed to
tickle and provoke, to increase the number of people in the market for
what it is you sell. This is the best kind of billboard,
the one that says, "next exit."
Every once in a while, an ad does all three
things, but that's a foolish thing to hope for. Budget appropriately,
because the very worst thing you can do with an ad is spend too
little--it will get you the same results as spending
nothing.
Marketing
We have done
3.01 - PSM
3.03 - Brand
3.02 - Competitive Advantage
3.04 - Pricing
3.05 - Channels
4.01 Promotion
4.02 - Promotional Channels
4.03 - Supplemental
4.04 - Marketing Research
Chipotle....a new concept....or two?
Grocery Shopping....with a little help from my friends
Banana Boat Protection.....note the target audience
Interactivity - Becks
Marketing Management
4.01 - Channel Management
4.02 - Behavorial theories/management theories
4.03 - Prospecting
4.04 - Customer Personalities
5.01 - Promotion
5.01 - Promotion
5.02 - Stress Management
5.03 - Public Relations
5.04 - Trade Shows and Conventions....Getting out the word
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