The Secrets of
Business and Marketing Wizardry Newsletter
Volume 10, Issue 8, Date 7/30/2006
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The Secrets of Business and Marketing Wizardry Newsletter
THE BUSINESS AND MARKETING WIZARDRY NEWSLETTER
Volume 10 issue 8 August 2006
Publisher and Author: Joe Trevison, MBA CPA.
Editor: Jim Trevison, Graduate: English major, Edinboro University in PA
THE FALLACY OF FREQUENCY OF ADVERTISING
By: Joe Trevison MBA, CPA.
The argument goes something like this: The more someone sees your ad the more he will pick your product or service when he needs it. But this can make you poor and lose your business.
We know first from history that this is not true: The book: “The Great Marketing Turnaround,” by San Rapp and Tom Collins has a classic case in their book from 1902.
The result, along with some brilliant successes, has been an advertising graveyard littered with the excesses of creativity the campaigns that made the public laugh or gasp and cry but failed to make them buy.
This has been happening as far back as 1902. A new breakfast cereal named Force launched at that time with full-page ads in Sunday newspapers. It featured poems and drawings about a character named Sunny Jim (He had been “a most unfriendly man” named Jim Dump until he started eating Fore for breakfast).
The public ate it up-the concept, that is, not the cereal. Poems, songs, musical comedies, vaudeville skits, all were written about Sunny Jim. Soon Pinter Ink reported that Sunny Jim was “as well known as President Theodore Roosevelt or J. Pierpont Morgan.”
There was just one problem. You guessed it. The campaign failed to sell Force cereal.pp 69 & 70.
Do you remember that hand puppet where you could see the partial hand of the puppeteer? Do you remember the company he was advertising for? Petsmart.com
They made the mistake of spending 3 times more in ads than money they earned for sale of the products. They are no longer in business.
The puppeteer got a new job, and he is selling Bank1-800 or something like that. You do not see them as much as when he did PetSmart.com. But they still are doing imaging ads.
If you think, you need to (or already do) use “Image” or “Institutional Advertising,” instead of Direct Response Advertising., you are rich and foolish.
As an entrepreneur (no matter what the size of your company), you need to watch every dime you invest in advertising. Yes, I said, “invest in advertising.” That is because advertising is an investment and it can really pay off bigger than anything you can dream of on Wall Street. However, it will never pay off if you use image advertising. They are a complete waste of money.
This type of ads “Imaging” does virtually nothing to help you make more money unless you have deep pockets like Coca Cola.
Today’s advertising does not motivate us into action. But it sure does entertain!
Next: I will tell you all about the best type of marketing and why these marketers do the best job of earning on the net too.
Next month: How to Get Traffic to Your Web Site Cost Effectively
Note: One of our staff has left us and we wish her well. I don't know what happen. And my emails were unanswered.
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| Copyright Joseph J. Trevison Not to be reprinted, resold, or
redistributed for profit, except with written permission, but may be freely distributed electronically provided that the entire
file, including this notice, remain intact. |
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