Цитаты из книг — Уильям Бюргерс

When creatives in the agency design your ad for you, they are inevitably thinking about how your ad will enhance their portfolio of creative work to show to a prospective employer. This is why agencies and their creatives have a strong bias to “advertise the ad” rather than the product. Look at your advertisements and ask…

Another reason to spend money in complementary media vehicles is that seeing an advertisement on TV and then in a magazine provides a more powerful media experience for your target customer than seeing the same ad on TV twice.

You will find, for example, some television programs that are heavily watched by your customers, and some programs that are heavily watched by the customers of one or another competing brand. You can run different campaigns with different messages for different groups: “Try us, you’ll like us!” for competitors’ customers…

It is interesting that the simple reminder phone call worked better than the offer of a special discount. If you must pay customers to come back to you after they have experienced your product and service, you have a problem. The “thank you, here is 20 percent discount if you return” phone call raises suspicions that the…