By Herschell Gordon Lewis, Carol Nelson
"Think of advertisements Age guide of ads as your convenient advisor during the bumps and curves of the recent ads panorama. . . . no matter if you are already in ads or deliberating making this attention-grabbing and dynamic box your occupation . . . you will be happy to have our advisor in your bookshelf." --Rance Crain, Editor-in-Chief, advertisements Age From the main authoritative book within the advertisements comes this definitive consultant to figuring out and profiting from your ads opportunities--Advertising Age guide of advertisements by way of Herschell Gordon Lewis and Carol Nelson with a foreword through Rance Crain, editor-in-chief of advertisements Age. the last word consultant for navigating the dizzying array of possibilities and media to be had to brand new sellers, advertisements Age instruction manual of ads bargains functional, worthy suggestion and perception from probably the most well-respected guides serving the company neighborhood.
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Additional info for Advertising age handbook of advertising
Are all three groups parallel for the purposes of selling to a specific advertiser? Certainly they are not. Some are useless targets for a pitch that lumps all seniors together; some may require tailored messages catering tobut not transparently sotheir own category within the category; some may be the only group within the giant senior market who can respond. So, for contemporary advertising to justify every cent of expenseand that is exactly what contemporary advertising has to do if the agency wants to keep the account and the company advertising department wants to keep their jobsthe message has to identify with the customer.
Only the most naive naysayer or the most disgruntled ex-employee can ever claim that advertising has no impact on increasing desire. Many years ago Procter & Gamble concluded that everyone knew the advantages of Ivory soap. The advertising budget was slashed; sales plummeted. Until shortly after World War II, the Hershey Company's advertising budget was zero. The company felt the quality of its product alone was ample incentive to buy. Today Hershey is a major advertiserand has to be, to compete in the twenty-first-century marketplace.
Naivete tends to disappear when we add additional logical components to the planning mixture. Research may or may not give us totally accurate predictions of how well what we are selling should perform in the competitive marketplace, but certainly any such information should be folded into the marketing plan. Contingencies have to include such elements as these: · Rebates if necessary (if the market softens) · Changes in regional, national, and international distribution · Updating, upgrading, and changes in whatever we are selling · Possible changes in types of customers and in ways a product is used · Changes in media, such as happened when the Internet became a viable marketing tool · Constant reinterpretation of the database · Expansion or contraction of target markets · Unexpected success for which production capability is not immediately available · Introduction of legal restrictions or governmental actions Page 18 Formation of the marketing plan, then, should not be an automatic chore.