by Chuck McKay | Aug 24, 2008 | Advertising / Marketing Strategy, Advertising 101
Cash flow is tied to profit and loss, but makes allowances for lags which happen between the sale, and payment clearing your checking account. The problem of a slow economy can work to your advantage if your suppliers grant you credit. It can be fatal if you offer...
by Chuck McKay | Aug 21, 2008 | Advertising 101, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Customer Focus, Retention, and Evangelism, Publicity and Public Relations (PR)
This is a photo of a Boeing 747-200. This aircraft requires 219,000 foot pounds of thrust to get airborne, but only 100,000 foot pounds to cruise at altitude. Think of your ads as the jet engines which power your company. As soon as you remove the thrust, you’ve...
by Chuck McKay | Jan 7, 2006 | Advertising 101
Originally published January 7, 2006. Too many times we design an advertising schedule to reach the “average consumer.” If you look at the usage of media by consumers, it’s easy to come up with averages. It’s much harder to schedule your ads...
by Chuck McKay | Jul 24, 2005 | Advertising / Marketing Strategy, Advertising 101
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice. They illustrate a complete lack of understanding of the whole persuasion process. First, small business owners are told that advertising...
