by Chuck McKay | Jan 10, 2022 | Advertising Frequency, Advertising Schedules / Scheduling, Customer Focus, Retention, and Evangelism
Shoppers Flow Downstream Just as a river flows downhill from higher terrain, shoppers always flow from the smaller community to the larger. Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a...
by Chuck McKay | Jul 21, 2006 | Advertising Frequency, Customer Focus, Retention, and Evangelism
We assume that people avoid seeing their dentist because they fear pain. Perhaps that’s a valid assumption. Maybe they don’t call because they don’t have a relationship with a dentist. Or maybe they’re just busy. Then again, maybe it’s lack of foresight – the “Nothing...
by Chuck McKay | Jan 21, 2006 | Ad Testing, Advertising Frequency, Advertising Schedules / Scheduling
You’ve decided to run a series of newspaper ads, and the paper wants to know how much space to reserve for your ad. Is bigger always better? In terms of increased readership, yes. But it also comes with an increase in cost. You need to take both into account to...
by Chuck McKay | Jan 16, 2006 | Ad Testing, Advertising Frequency, Advertising Schedules / Scheduling
In most cases, a single exposure to an ad has very limited value. It takes a campaign of advertisements to effect shoppers, although truthfully this will vary slightly by medium. For instance, a supermarket that buys two adjacent full page newspaper ads every Thursday...
by Chuck McKay | May 6, 2005 | Advertising Frequency, Advertising Schedules / Scheduling
“Half of my advertising is wasted, and the trouble is, I don’t know which half.” I’ve seen that quote attributed to a great number of people. My research indicates these words to have been first uttered by William Hesketh Lever (1821-1925), the...
