Courtesy of Roy Williams, The Wizard of Ads. Rather than just taking a set industry percentage or range, this method requires some actual thought, and some research on your part. Here’s the basic point of view: The purpose of advertising is to increase the exposure of a business beyond what’s provided by its physical location. […]
Suzanne Obermire of RRW Consulting has a thoughtful post on the struggle to establish good boundaries in direct marketing. The issue in question is mobile marketing — delivering advertising to cell phones and other mobile devices. When I take off my direct marketing hat and think about mobile marketing from a consumers’ perspective, it can […]
A few years ago I managed to pry an advertiser away from another radio station in town. The client represented a significant piece of business, and had been with the other station for quite a while; the switch came as an unwelcome surprise to my competitor. The client had previously recorded a commercial in his […]
“I’m sitting on the porch of a bungalow on the Yucatan Peninsula with lit cigarettes sticking out of both my ears.” That’s the opening line of Six Bad Things by Charlie Huston. The narrator has consulted a doctor because his ears were clogged, and the cigarettes were the prescription: “When my ears become clogged, I […]
A couple of weeks ago, I was interviewed by Michael Thompson of Marketing Accelerators for his podcast series. The subject was advertising mistakes and how to fix them. You can download the podcast for free, listen to it on your computer, or put it on your Ipod. Download the full interview here. ____________________________________________________________________________________ Click this […]