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Advertising is an extension of the selling process
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If you believe this, as we do, then you have all the tools
you need to evaluate advertising, before it runs. Whatever
criteria you apply to judging salesmanship, you can apply
to advertising.
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Advertising must have a centrally-unifying theme
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If not, it will have no accrual value. Without linkage, every
ad must stand on its own, because it lacks the synergystic
muscle that comes only from being part of a holistic strategy.
Advertising without a unifying theme is like an investment
that pays no rate of interest.
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The purpose of creativity in Advertising is memorability
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It is clearly a dollars-and-cents issue. Messages must be
unique and compelling in order to cut through the media "clutter"
that bombards your prospects daily. Creativity, must, however,
have solid roots in salesmanship if it is to achieve its objective.
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Product branding cements customer relationships
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Giving your product or service a consistent personality and
reliable performance traits is like building personal friendships.
Branding, is in fact, the process of turning strangers into
customers.
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TM&A views marketing backwards from the point of sale.
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We call it "Backward Thinking." Some agencies go
right to work creating ads, when appointed. TM&A looks
at everything inward from the product, first. Sometimes there
is no money left to buy advertising. Guess what? Sales happen.
Big time!!!
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