HowtoDebugYourAdCampaignSpendingallyourmoneyonadvertisingbutgettingnoresults?Findoutwhetheryou'reguiltyofcommittingoneofthese12hugeblunders.Q:I'vespentatonofmoneyadvertisinginlotsofdifferentmedia,butitdoesn'

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How to Debug Your Ad CampaignSpending all your money on advertising but getting no results? Find out whether you're guilty of committing one of these 12 huge blunders. Q: I've spent a ton of money advertising in lots of different media, but it doesn't seem like I have much to show for it. Can you tell me plainly and simply how to advertise so it will work? A: I applaud your honesty. The simple truth is, most advertisers feel just like you do, but their pride won't let them admit it. Unfortunately, I don't have a "success pill" for you to swallow, but I can describe each of the most common mistakes you will need to avoid: 1. The quest for instant gratification: The ad that creates enough urgency to cause people to respond immediately is the ad most likely to be forgotten immediately once the offer expires. It is of little use in establishing the advertiser's identity in the mind of the consumer. 2. Trying to reach more people than the budget will allow: For a media mix to be effective, each element in the mix must have enough repetition to establish retention in the mind of the prospect. Too often, however, the result of a media mix is too much reach and not enough frequency. Will you reach 100 percent of the people and persuade them 10 percent of the way? Or will you reach 10 percent of the people and persuade them 100 percent of the way? The cost is the same. 3. Assuming the business owner knows best: The business owner is uniquely unqualified to see his company or product objectively. Too much product knowledge leads him to answer questions no one is asking. He's on the inside looking out, trying to describe himself to a person on the outside looking in. It's hard to read the label when you're inside the bottle. 4. Improper use of passive media: Nonintrusive media, such as newspapers and yellow pages, tend to reach only buyers who are looking for the product. ... ...

Answer 1

不会是你自己写的吧，太有才了！