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Is there More effective way to spend advertizing dollar?Views: 98
May 02, 2004 12:58 pm re: Is there More effective way to spend advertizing dollar?
Ron Rubin Roger:

You have made a generalization here that I disagree with.

All media can be effective.

The only thing that a medium can do for you is put you on stage in front of an audience. How well you perform is up to you.

You need to appreciate that not every audience is appropriate for every product or service. Plus, you need to know whether there is a demand or need for what you are trying to market. If you have the right product, and the offer is compelling and priced right, then you have a chance at capturing the consumer's attention.

The "creative" that you use to advertise must be compelling, as well. If you have a great product and a lousy advertisement, then your campaign will not perform very well.

My recommendation is to use Ad professioanls for campaign deign and media placement. Don't try to do-it-yourself.

A common misconception is that all advertising is direct response. In reality, it is not. Most consumers have no interest in your product or service when they hear or see your Ad. Advertising is designed to create brand awareness and top of mind recall. When the consumer arrives at a point when they need a product or service like yours, they will then think of you first, because you have done a good job with your Ads. That is why sustained campaigns are necessary. People who run "test campaigns" are often disappointed when their expectations are not met, because their campaign didn't allow for the necessary frequency and reach to achieve awareness.

If your online advertising is not working, question the websites that you are using, the length of your campaign, the creative that you are using, and whether your Ad dollars are targeting the right consumer groups.

I hope that this is helpful. Internet Advertising can be a very worthwhile part of any marketing campaign.

Ron Rubin

> Roger Martin wrote:
> I've come to the conclusion that advertizing on line is not vary effective, but for that matter off line doesn't seem to be much better either.
>Except for the personal business contacts in local community.
>Does any one have any effective ways to improve on or off line marketing -- so it more cost effective?
>Roger L. Martin


Private Reply to Ron Rubin (new win)

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