marketing without advertising 6th (2008)

[...]... 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 6 | Marketing Without Advertising. .. accept advertising (like banners on 10 | Marketing Without Advertising chapter 1 | Advertising: The Last Choice in Marketing | 11 Yahoo) It only sells listings, and the listings are kept separate from the search results and have no influence on them This policy is virtually unheard of in magazines, TV, and newspapers It’s not only large national corporations that are disappointed in the results of advertising. .. Deceptive advertising is technically illegal in the United States, but enforcement is minimal The legal standards for advertising are discussed in Legal Guide for Starting & Running a Small Business, by Fred Steingold (Nolo) We mention the Japanese and Swedish use of advertising to urge that, should you ever decide to advertise, your advertisements should 22 | Marketing Without Advertising chapter 1 | Advertising: ...2 | Marketing Without Advertising 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... joined in the advertising 8 | Marketing Without Advertising After four years, the dancing raisin campaign was discontinued Sales were lower than before the ads started (Forbes, June 17, 1996) By the early 1990s, the California Raisin Advisory Board had been abolished The Internet and World Wide Web have introduced a new test of advertising effectiveness Billions of dollars had been spent on advertising. .. personally rewarding business Marketing Without Advertising has been updated to provide a new generation of entrepreneurs with the essential philosophical under­ pinnings for the development of a successful, low-cost marketing plan not based on advertising But this isn’t just a book about business philosophy It is full of specific suggestions about how to put together a highly effective marketing plan, including... Center’s website at: www.appcpenn.org Let’s take a minute to look at the advertising slogans of some of America’s most prominent corporations Though the advertising business considers the following slogans “good” advertising and not dishonest hype, ask yourself, is this good company for your business to keep? 20 | Marketing Without Advertising • State Farm Like a Good Neighbor, State Farm Is There • BMW... advertising for you Ralph Warner, Publisher Berkeley, California • 1 C H A P T E R Advertising: The Last Choice in Marketing The Myth of Advertising s Effectiveness 5 Why Customers Lured by Ads Are Often Not Loyal 13 Why Dependence on Advertising Is Harmful .14 Advertisers: Poor Company to Keep 16 Honest Ads .21 Branding 23 Listings: Advertising ... than twoBowl ad.” thirds in the U.S., certainly—of —Ward Hanson, author of Principles profitable small businesses operate of Internet Marketing From “Internet Marketing and E-Commerce,” 2006 successfully without advertising TiP In this book we make a distinction between advertising, ” which is broadcasting your message to many uninterested members of the public, and “listing,” which is directing your... 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 changed in the interim Today many of us routinely use email to keep close to our customers And, of course, the Internet has become an essential marketing tool for many businesses But some things haven’t changed A trustworthy, wellrun . customers do your advertising for you. Ralph Warner, Publisher Berkeley, California • 2 | MARKETING WITHOUT ADVERTISING Advertising: e Last Choice in Marketing e Myth of Advertising s Effectiveness. Your Marketing Plan 289 Your Marketing List: e “Who” of Your Marketing Plan 290 How to Evaluate Your List 292 Marketing Actions and Events: e “What” of Your Marketing Plan 294 Direct Marketing. blatantly free of ads. It also doesn’t accept advertising (like banners on chapter 1 | ADVERTISING: THE LAST CHOICE IN MARKETING | 9 10 | MARKETING WITHOUT ADVERTISING Yahoo). It only sells listings,