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Effective Advertising A powerful way to differentiate your products and services |
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By Vadim Kotelnikov, Founder, Ten3 BUSINESS e-COACH – Innovation Unlimited, 1000ventures.com
"Advertising is an expensive way for one person talk to another." – Tim Bell
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Advertising, frequently known as above the line expenditure, and promotion is a powerful way to differentiate your products and services. Doing business without advertising, it has been said, "is like winking at a person in the dark. You know what you are doing, but no one else does!"1 Using Industry Publications If your industry field is new, try to convince an industry publication to survey it, or order an article about it and your company's leadership position in this field. "Roughly six times as many people read the average article as the average advertisement. Editors communicate better than ad men," said advertising legend David Ogilvy about the power of the press.2
Differentiation Strategies... Effective Positioning... Effective Advertising Slogans... Harnessing the Power of Psychology... Differentiating With Different Types of People... Cultural Intelligence... Using the Right Colors...
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Bibliography:
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"The Business Enterprise Handbook", Collin Barrow, Robert Brown, Liz Clarke
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"Differentiate or Die", Jack Trout with Steve Rivkin
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"Contextual Advertising: Scratching the Surface of Behavioral Marketing", Scott Eagle, Claria Corpoation
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"Creating Winning and Retaining Customers," Vadim Kotelnikov
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"Effective Selling," Vadim Kotelnikov
