Thankfully, we don’t see it often, but it is possible to have a negative Conversion Factor, in which your ads COST you sales.

Direct response principles have been tested and perfected.

Larry Mullins wonders, can they focus your image advertising?

Since 1892 when the English Court of Appeals ruled on Carlill v Carbolic Smoke Ball Company, companies are legally allowed to make claims they can’t substantiate. The court ruled that reasonable people don’t believe exaggerated promises by advertisers. The…

The only Chevrolet dealer in Smallburg,Texas, augments his local newspaper ads with a schedule on a regional radio station licensed to the adjacent community, Midville. He’s been selling an average of 18-20 cars per month. At the end of his…

Somewhere in America a rookie cable TV sales representative is talking to the owner of a men’s clothing store. The rookie could have been working in newspaper, or outdoor, or radio. The retailer could have sold sewing notions, or computers,…

Transcript of actual conversation: 

Potential Client : Tell me the truth. How important is advertising in this economy?

Chuck: It’s critical. When there is a lot of money in circulation it’s not difficult for most businesses to attract their

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