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Evaluating Advertising Effectiveness

Friday, May 16th, 2008

When evaluating the potential effectiveness of different advertising, use the following questions:

Does the ad clearly identify your brand?  Does it do so immediately and throughout the ad?
Does the ad feature a tag line that reinforces the brand’s promise?
Does the ad reinforce your brand’s identity?
Does the ad connect with the reader on an emotional level?  Does [...]

Three Tips for Developing an Effective Marketing Plan

Friday, April 4th, 2008

I came across this Blog by Drew McLellan on effective marketing planning.  An effective marketing plan can keep you focused on your goals and caution you to spend your marketing budget on the wrong things.
So you need a marketing plan, but where do you start?  Here is some advice from Drew McLellan: 

You can be too [...]

Customer Service 101

Thursday, March 6th, 2008

Customers don’t care about your problems. They want a product or service delivered as promised, not an excuse for why it didn’t happen. And be prepared for indifference if your idea of small talk includes personal anecdotes about kids with the flu or a flat tyre on the way to work. Remember, they’re your customers, [...]

Is Your Headline Working for or Against You?

Sunday, March 2nd, 2008

Don’t blame media choices for a failed marketing campaign. Deciding that your direct mail or print ads didn’t work can be a costly mistake, for instance, when a more likely explanation is that you chose the wrong message for your audience.
Or perhaps the problem is as simple as a boring, ineffective headline. You might even [...]

Four Ways to Encourage Word of Mouth

Monday, February 25th, 2008

In a post at MarketingProfs’ Daily Fix blog, Andy Sernovitz discusses some takeaways from a recent experience in which he told an office manager that the $239 Dell monitor he purchased for his PC would work with her Mac. “She said she had been saving up for a monitor from Apple for three times the [...]

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