Advertising - Helping Yourself develop

How effective The world of marketing has become for people ?

Making only content available is not a big deal . Utilizing and making
and effort to Establish yourself is important.

This small article will let you assess What's you faults and what is
the last choice in Advertising.

ADVERTISING:THE LAST CHOICE IN MARKETINGS 1/3
does not provide a solid customer
base for future business.
•Dependence on advertising makes a
business more vulnerable to changes
in volatile consumer taste and thus
more likely to fail.
•Because a significant percentage of
advertising is deceptive,advertisers
are increasingly seen by the public
(both consciously and uncon-
sciously)as dishonest and manipula-
tive.Businesses that advertise heavily
are often suspected of offering poor
quality goods and services.
Let 's now look at these reasons in more
detail.
A.The Myth of Advertising 's
Effectiveness
The argument made by the proponents of
advertising is almost pathetically simple-
minded:If you can measure the benefits of
advertising on your business,advertising
works;if you can 't measure the beneficial
effects,then your measurements aren 't
good enough.Or you need more ads.Or
you need a different type of ad.It 's much
the same type of rationalization put forth
by the proponents of making yourself rich
by visualizing yourself as being prosper-
ous.If you get rich immediately,you owe
it all to the system (and presumably
should give your visualization guru at least
a 10%commission).If you 're still poor af-
ter six months,something is wrong with
your picture.It reminds us of the man in
Chicago who had marble statues of lions
in front of his house to keep away el-
ephants:"It works," he said."Ain 't no el-
ephants in this neighborhood."
James B.Twitchell,the author of Adcult ,
notes,"Although elaborate proofs of
advertising 's impotence are available,the
simple fact is that you cannot put a meter
on the relationship between increased ad-
vertising and increased sales.If you could,
agencies would charge clients by how
much they have increased sales,not by
how much media space they have pur-
chased."
Paradoxically,even though some small
business owners are beginning to realize
that advertising doesn 't work,many still
advertise.Why?For a number of reasons:
because they have been conditioned to
believe that advertising works,because
there are no other models to follow and
because bankers expect to see "advertising
costs " as part of a business proposal.
It 's important to realize that your judg-
ment regarding advertising is likely to be
severely skewed.You have been sur-
rounded by ads all your life and you 've
heard countless times that advertising
works.To look at advertising objectively
may require you to re-examine some
deeply held beliefs.
According to E magazine,advertising
budgets have doubled every decade since
1976 and grown by 50%in the last ten
years."Companies now spend about $162
billion each year to bombard us with print

Excerpt Taking from

Marketing
Without
Advertising
by Michael Phillips & Salli Rasberry
edited by Peri Pakroo
3rd edition

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