Even the best ads can't cover for the rat

Article Abstract:

Business enterprises nationwide collectively invested almost $200 billion on advertising products and services in 1997 but many of them complain that the money spent does not appear to justify the returns. Advertising alone cannot generate revenues for organizations unless those organizations concentrate on giving consumers what they want and need to retain their continued patronage. Problems with products that sell poorly are frequently related to quality, inflated prices, poor customer service or too little sales staff.

Finance, Advertising effectiveness

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Preparing your print plan

Article Abstract:

Preparing advertisement and editorial coverage calendars takes a lot of careful research. Familiarization with a publication's media kit is the first step in the planning stage. Second is researching the publication's readership, reviewing its editorial calendar, the topics and dates, and analyzing its advertising rate card. The final step is analyzing the publication itself by going through the index, feature articles, editorial inserts and sponsored roundtables.

Planning

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How to decide if you need a new campaign or a brand overhaul

Article Abstract:

Companies must address product negatives when evaluating their brand. Product positives must also be identified. A need for product changes should be acknowledged. Advertising campaigns should focus on the brand identity that customers enjoy. Evaluating all these issues will assist a company to determine whether they need to redo their brand or introduce a new advertising campaign.

Management, Marketing, Advertising campaigns, Brand name products, Brand names

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