marketing without advertising 5th (2005)

[...]... List 13/3 C Marketing Actions and Events: The “What” of Your Marketing Plan 13/5 D Direct Marketing Actions 13/7 E Parallel Marketing Actions 13/15 F Peer-Based Marketing Actions 13/21 14 Creating a Calendar of Events A Marketing Calendar for an Interior Design Firm 14/2 B Marketing Calendar for Jerry and Jess’s New Chiropractic Clinic 14/4 C Marketing Calendar... little over five years, with fewer than 2,000 employees 1/6 MARKETING WITHOUT ADVERTISING ADVERTISING: THE LAST CHOICE IN MARKETINGS We admire, in particular, Google’s opposition to advertising As part of its noadvertising commitment, Google has kept its opening search page refreshingly stark, white, and blatantly free of ads It also doesn’t accept advertising (like banners on Yahoo) It only sells listings,... 1/14 MARKETING WITHOUT ADVERTISING ADVERTISING: THE LAST CHOICE IN MARKETINGS In Sweden, whose culture is closer to our own, there has been a more deliberate political decision to foster truthful advertising In that country, it has been against the law since the early 1970s to be deceptive in advertising To accomplish this, the government not only extended its criminal code to proscribe deceptive advertising, ... consider advertising useful at less than 19% We think most of them don’t need it, either There are four main reasons why advertising is inappropriate for most businesses: • Advertising is simply not cost-effective Claims that it produces even marginal financial returns are usually fallacious • Customers lured by ads tend to be disloyal In other words, advertising ADVERTISING: THE LAST CHOICE IN MARKETINGS... 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 1/4 MARKETING WITHOUT ADVERTISING and broadcast ads; that works out to about $623 for every man, woman and child in the United States” ( Marketing Madness,” May/June 1996) Information Resources, a global marketing resource... on advertising, it’s far better to spend the same money improving your business and caring for customers It’s the honest power of this honest message that made me excited to publish Marketing Without Advertising back in 1986 Uniquely among small business writers, Phillips and Rasberry were saying the same things I had learned as a co-founder of Nolo—that the key to operating a prof- I/2 MARKETING WITHOUT. .. your advertising for you Ralph Warner Berkeley, California Chapter 1 Advertising: The Last Choice in Marketing A The Myth of Advertising s Effectiveness 1/3 B Why Customers Lured by Ads Are Often Not Loyal 1/8 C Why Dependence on Advertising Is Harmful 1/9 D Advertisers: Poor Company to Keep 1/10 E Honest Ads 1/13 F Branding 1/15 G Listings: Advertising ... 1/15 G Listings: Advertising That Works 1/16 1/2 MARKETING WITHOUT ADVERTISING “Really high spending on advertising sales is an admission of failure I’d much prefer to see investments in loyalty leading to better repeat purchases than millions spent for a Super Bowl ad.” —Ward Hanson, author of Principles of Internet Marketing From The Industry Standard, 4/10/2000 M arketing means running... MARKETING WITHOUT ADVERTISING itable business is to respect what you do and how you do it This means not only producing top-quality services and products, but also demonstrating your respect for your co-workers and customers After many years of success, it’s a double pleasure for Nolo to publish another updated version of Marketing Without Advertising Yes, lots of things about small business marketing have... is the best advertising there is.” C Why Dependence on Advertising Is Harmful To an extent, advertising is an addiction: Once you’re hooked, it’s very difficult to stop You become accustomed to putting a fixed advertising cost into your budget, and you are afraid to stop because of a baseless fear that, if you do, your flow of new customers will dry up and your previous investments in advertising will . PRINTERS, INC. Phillips, Michael, 1938- Marketing without advertising / by Michael Phillips & Salli Rasberry 5th ed. p. cm. ISBN 1-4133-0184-3 1. Marketing 2. Small business Management Implementing Your Marketing Plan A. Your Marketing List: The “Who” of Your Marketing Plan 13/2 B. How to Evaluate Your List 13/3 C. Marketing Actions and Events: The “What” of Your Marketing Plan. Direct Marketing Actions 13/7 E. Parallel Marketing Actions 13/15 F. Peer-Based Marketing Actions 13/21 14 Creating a Calendar of Events A. Marketing Calendar for an Interior Design Firm 14/2 B. Marketing