NUTS AND BOLTS OF ADVERTISING

No, I am not talking about marketing hardware, but rather the basics of product and service sales promotion. Too much emphasis is being placed on creativity and on-line media placement while not presenting a compelling message. Effective advertising must appeal to the emotions, wants and needs and even fears of…

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Business Owners: Don’t wait for a complete recovery

In these uncertain times, when state and politicians are pulling the strings on business operations, you have to be proactive. The on-going tug of war with openings, closures and restrictions have caused havoc to marketers large and small. The knee-jerk responses have been blamed on the Coronavirus, but some suspect…

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Don’t advertise without a plan

  Some marketers buy advertising based on graphic design alone. They sporadically run ads in the least expensive media and hope to attract business. While it is desirable to have attractive artwork, advertising is more than artwork… it’s more that posting on Social Media. Impressive advertising is more important than…

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LAUNCHING A MARKETING CAMPAIGN

Whether you are launching a rocket, a new product or a new business, the four “P’s” apply. What are they? Product, Production, Preparation, and Propellent. Without these critical functions your rocket or your business endeavor will never get off the ground or crash and burn. Ninety-nine percent of new businesses…

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Directional vs Promotional Media

Advertising is comprised of two primary media functions; Promotional and Directional. Simply put: Promotional Media is proactive advertising that reaches out to target markets with motivational messages. Directional Media is reactive, initiated by consumers shopping for those advertised products and services and looking for the best price and a place…

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WHO IS DOING YOUR MARKETING?

AN ALTERNATIVE TO HIGH PRICED AD SERVICES No one ever said that advertising was going to be cheap. Some of the most expensive advertising efforts have been attempts by marketers, who try to skimp by as cheaply as possible, by doing it themselves, or using freelancers to do their artwork.…

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A CASE FOR PRINT ADVERTISING

In spite of past predictions by some… today, print media is alive and well. Over a decade ago a former client predicted, that within ten years, all printers would be out of business and magazines would no longer exist. He claimed that the new digital media would take over, and…

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Does your company have a sales program?

Sales methods have changed over the years. I remember the door-to-door salesmen selling vacuum cleaners, encyclopedias and household products. Direct-mail promotions and telephone solicitation replaced some of the premise sales calls, but personal contact has always been the best way to present a product, or service and get an order.…

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PRODUCT PHOTO ANATOMY

Advertising certain products it is sometimes advantageous to view the internal workings, components and composition of a product. This is primarily to point out the features and functions. It works especially well when the product has superior components, over competitive models, that can be illustrated to prospective buyers for Catalogs…

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