Hope is Not a Strategy for Greater Return on Advertising Investment.
May 17, 2009, 9:00 PM
If advertising is an investment, you should expect to see a predictable profit from that investment. Invest a dollar in advertising, get back four, or five, or six. At the very least, shouldn't you get back a dollar ten? But ...

Three Levels of Word-of-Mouth Which Determine Your Professional Reputation
April 30, 2009, 9:50 PM
Shoppers who get what they expect will probably not give the interaction with that business much thought. Word-of-mouth commentary happens when the actual customer experience differs from the expectation. Delighted, wowed, or amazed customers spread positive word-of-mouth. Disappointed, disgruntled, or ...

Reticular Activation: How the Human Anatomy Prevents Ads from Reaching "Everyone"
April 19, 2009, 8:05 PM
"Familiar" is only one of the conditions the reticular system watches for.

Testing Advertising Response in the Store
February 25, 2009, 9:45 PM
If Ralph forces customers to ask for the item, and tallies the sales, he believes he'll have a fair test of the effectiveness of that newspaper ad. He's wrong. He's not testing the advertising at all. What Ralph is measuring ...

Are You Testing Advertising, or Simply Your Offer?
February 14, 2009, 9:00 AM
It doesn't come down to the success of your ads, but rather to whether you're selling something that people want.

How Can We Test Advertising?
February 11, 2009, 8:10 PM
Every dollar invested in advertising becomes one less dollar of staying power. That can put a company out of business quickly. The same conditions which create the need to invite more customers also create a danger in doing so.

Guaranteed Advertising ROI in a Tough Economy
January 05, 2009, 12:15 AM
The offer is selected by the advertiser. The copy is written by the advertiser. The production is again handled by the advertiser. The broadcaster has to trust that the advertiser has done all of these things well. How much risk ...

Gamblers, E-Mail, Religious Miracles, Word-of-Mouth, and Customer Delight
November 28, 2008, 11:40 PM
Once they learned to feed themselves, Skinner split the rats into two groups. The first never got another pellet by pressing the lever. The second group got the reward sometimes, always following a pressing of the lever, but never at ...

Violated Expectations. Marketing lessons from the Dallas Cowboys.
November 08, 2008, 7:05 AM
Rangel altered the prices on the bottles, and found: "The volunteers consistently gave higher ratings to the more "expensive" wines. Brain scans also showed greater neural activity in the pleasure center when they were sampling those "pricey" wines, indicating that ...

What's the Boss's Most Important Job?
October 25, 2008, 12:15 PM
So, in terms of making business happen you are either someone else's employee, or you're responsible. There are no other options. And though there's an outside chance that in good times any business can just muddle through, over the next ...