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 | 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 | Feb 21, 2009 | Ad Testing
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...
by Chuck McKay | Feb 18, 2009 | Ad Testing
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 first month with the...
by Chuck McKay | Feb 14, 2009 | Ad Testing, Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism
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, or farm supplies. The...
by Chuck McKay | Feb 10, 2009 | Ad Testing
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 fair...
