by Chuck McKay | Jan 20, 2022 | Budgeting, Pricing, and Return on Advertising Investment (ROAI)
A couple of decades ago I introduced a friend who sold pianos to the manager of a local radio station. The manager suggested that the piano salesman consider radio advertising sales. The salesman refused. “Sometimes advertising works,” he said, “and many more times it...
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 | Dec 18, 2011 | Advertising / Marketing Strategy, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fresh Catch
Can you imagine a more idiotic challenge than to see which business can use up it’s investment capital and be forced out of business first? Its what happens each time a new business opens with no strategy other than to sell at a lower price. Dropping price...
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 | Jul 8, 2011 | Advertising 101, Budgeting, Pricing, and Return on Advertising Investment (ROAI), Fresh Catch
Martha was THE media queen at a large, St. Louis based advertising agency in the late 70s. She personally placed several millions of dollars with local media. The St. Louis radio stations, television stations, newspapers, outdoor companies all came to kneel before her...
by Chuck | Jun 21, 2011 | Budgeting, Pricing, and Return on Advertising Investment (ROAI)
Bob’s is the only hardware store in Elk Snout. Bob’s buys a weekly quarter page in the Elk Snout Gazette for $230. Bob’s grosses $6,700 per week, year round (since there are no seasons in Elk Snout). One day, the new Gazette salesperson convinces...
