by Chuck McKay | Jan 18, 2022 | Advertising / Marketing Strategy, Advertising Schedules / Scheduling, Customer Education, Expectations, and Motivation, Fishing 101 - the "How To" Class
While browsing the web, I came across an article titled, “Why is My Restaurant Not Full Every Monday Night?” (Google search if you’re all that curious. The article doesn’t answer the question, which is why I’m not linking it). But it does...
by Chuck McKay | Nov 23, 2021 | Ad Testing, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing, Systemic Marketing (TM)
Pretend with me you’ve been conducting a direct mail campaign. In testing your headline you’ve discovered that changing its focus from greed to fear increases the response rate from 1.5% to 1.85%. Not bad. Three-tenths of a percent. That’s enough to get marketers...
by Chuck McKay | May 9, 2012 | Fishing 101 - the "How To" Class
Originally Published December 7, 2005 Marketing consultant George S. Cullinan (1911-1963) was inducted into the Direct Marketing Hall of Fame in 1989 for being “the first to recognize the significance of databases as a foundation for successful direct...
by Chuck McKay | Apr 30, 2012 | Ad Testing, Fishing 101 - the "How To" Class, Market Segmentation, Targeted Marketing, Database Marketing
Originally published June 3, 2005 In 1961 Rosser Reeves, the Creative Director of Ted Bates Advertising, Inc., wrote a book titled Reality In Advertising. Although it’s now out of print, you may be able to find a copy at a used bookstore or a library. Reeves was...
by Chuck McKay | Sep 20, 2011 | Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fishing 101 - the "How To" Class, Media, Social Media, and Word-of-Mouth (WOM)
Originally published October 4, 2009 One of the advantages electronic news has over print is the capability to deliver information in real time “live from the scene.” As you might imagine it didn’t take long for this proficiency to migrate from the news...
by Chuck McKay | Jul 26, 2011 | Fishing 101 - the "How To" Class
Sounds like such a great idea, doesn’t it? You’re a retailer – say a hardware store owner. Your store carries Ajax Widgets. You want to advertise in your local market to get customers into your store, but the cost is high. Ajax wants people to buy Ajax brand widgets,...
