AllBusiness.com - Advertising Made Simple

Hope is Not a Strategy for Greater Return on Advertising Investment.

Sun, 17 May 2009 09:00:00 GMT

If advertising is an investment, you should expect to see a predictable profit from that investment. Invest a dollar in advertising, get back four, or five, or six. At the very least, shouldn't you get back a dollar ten? But if you you don't know whether your ads are driving revenue, you can't very well call it investing. If you don't know whether you'll win, or lose, or break even, you are gambling.

Three Levels of Word-of-Mouth Which Determine Your Professional Reputation

Thu, 30 Apr 2009 09:50:00 GMT

Shoppers who get what they expect will probably not give the interaction with that business much thought. Word-of-mouth commentary happens when the actual customer experience differs from the expectation. Delighted, wowed, or amazed customers spread positive word-of-mouth. Disappointed, disgruntled, or unsatisfied customers will spread negative.

Reticular Activation: How the Human Anatomy Prevents Ads from Reaching "Everyone"

Sun, 19 Apr 2009 08:05:00 GMT

"Familiar" is only one of the conditions the reticular system watches for.

Testing Advertising Response in the Store

Wed, 25 Feb 2009 09:45:00 GMT

If Ralph forces customers to ask for the item, and tallies the sales, he believes he'll have a fair test of the effectiveness of that newspaper ad. He's wrong. He's not testing the advertising at all. What Ralph is measuring is a customer's willingness to ask for something she doesn't see on display.

Are You Testing Advertising, or Simply Your Offer?

Sat, 14 Feb 2009 09:00:00 GMT

It doesn't come down to the success of your ads, but rather to whether you're selling something that people want.

How Can We Test Advertising?

Wed, 11 Feb 2009 08:10:00 GMT

Every dollar invested in advertising becomes one less dollar of staying power. That can put a company out of business quickly. The same conditions which create the need to invite more customers also create a danger in doing so.

Guaranteed Advertising ROI in a Tough Economy

Mon, 05 Jan 2009 12:15:00 GMT

The offer is selected by the advertiser. The copy is written by the advertiser. The production is again handled by the advertiser. The broadcaster has to trust that the advertiser has done all of these things well. How much risk will broadcasters take? Frankly, it depends on the amount of unsold commercial time on their stations.

Gamblers, E-Mail, Religious Miracles, Word-of-Mouth, and Customer Delight

Fri, 28 Nov 2008 11:40:00 GMT

Once they learned to feed themselves, Skinner split the rats into two groups. The first never got another pellet by pressing the lever. The second group got the reward sometimes, always following a pressing of the lever, but never at any predictable interval. The first group quickly stopped pushing the lever. The second group never did. We intuitively grasp the the actions of the first group. It's not so easy to understand the second, but its important that we do. Whether discussing lab ...

Violated Expectations. Marketing lessons from the Dallas Cowboys.

Sat, 08 Nov 2008 07:05:00 GMT

Rangel altered the prices on the bottles, and found: "The volunteers consistently gave higher ratings to the more "expensive" wines. Brain scans also showed greater neural activity in the pleasure center when they were sampling those "pricey" wines, indicating that the increased pleasure they reported was a real effect in the brain." ...

What's the Boss's Most Important Job?

Sat, 25 Oct 2008 12:15:00 GMT

So, in terms of making business happen you are either someone else's employee, or you're responsible. There are no other options. And though there's an outside chance that in good times any business can just muddle through, over the next few years if you're not aggressively pursuing new business you're not likely to make it. Sorry. Some people are just cut out to be employees.