Oct 29 2009

Advertising Impact vs. Advertising Cost

Is “bigger” always better?


   If you haven’t visited Twitter,  you’ve probably no idea how extensive the ego destruction can be if your postings (“Tweets”) haven’t attracted 37,416,298 “Followers” in the last 24 hours.


     Oh, and there are at least 64 gazillion  other Twitterers out there who have the magic formula that will turn you into an overnight Most Highly Followed and Esteemed Twitterer sensation. Probably make you the hero of your whole office or neighborhood even!

     It makes me think about  how wasteful media advertising is if you’re not interested in attracting the entire world to your doorstep. I mean, let’s assume you’re selling Swiss Screw Precision Parts that are used in rocket ships. Should you run a series of network TV commercials on ABC, CBS, NBC, and CNN? (Insert sounds of regurgitation here.)

     How about full page ads  for your grass-cutting service in one of those idiotic national newspapers for bar graph fanatics? Gee, a direct mail campaign combined with Twitter and Facebook postings could put your hand-crafted pottery pieces on the map, don’t you think?

     Tell you what:  if you have that kind of money to throw away (and stupidity level to match), call me first. I’ll get you some great deals.

     If your target market  is comprised of specific individuals or specific industries or specific geographic areas, don’t waste a penny on advertising that goes to other people in other places.

     Yes, this includes refusing to do business  with the sleazy phonebook companies that go to great lengths to fragment the markets you want to reach so you’ll have to buy space in two or three or more books that slice up your market and, in the process, add another dozen markets you don’t need or care about.

     “Phone book ads  are a necessary evil” I’ve heard so many people complain over the years, especially professional services. The truth? They ARE evil, but they are NOT necessary.

     Your parents taught you  that where there’s a will, there’s a way, right? So when did you forget that? There are other ways to reach the prospects and customers you want without having to sell your sister and your dog (other jokes there that I’ll pass on!) just to pay for reaching people who cannot or would not be your customers anyway. 

     It’s one thing when the economy is booming  (let’s see, that was…uh…) and it’s a great thing to spread your name and message everywhere, with cost not a factor. It is, however, quite another mindset that’s needed when the economy is as bad as it is and VALUE needs to dictate expense.

     You don’t need to cave in to making media people rich with money that should be staying in your pocket because you are too lazy to look for other options. There ARE other options. You WILL find them when you put your mind to it. Or not.

     There’s always that one-time special deal package  — discounted from $1,297,000 to $1, 215,000 — to sponsor a major national show in 14 states even though you only provide service to three counties in one state, but it’s “such a deal!” 

     With advertising, bigger is not always better … and the bigger the impact, the bigger the bill.     

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Dec 14 2008


The sky is falling!  


What is this,


Chicken Little?


     Enough of this doom and gloom crap, already. 

     The only ones out there who are doing their jobs successfully are the two-faced mainstream media alarmist exaggerators!  And they have become so effective at brainwashing public opinion that they’re making the rest of us look like fools! 

     U.S. business owners and managers everywhere are walking face down with slumped shoulders.  They’re tsk-tsk-tsking the same people they had been rah-rah-rahing to build their businesses just a few short months ago. 

     What is this, Chicken Little?  The sky is falling? 

The New York Times, Wall Street Journal, Los Angeles Times, USA Today, Washington Post, Boston Globe, Baltimore Sun, Time, Newsweek, and majority of other U.S. propaganda news publications . . . plus ABC, CBS, NBC, TNT, CNN, MSNBC, PBS, and majority of other propaganda news broadcasters have been doing their damnedest to paint our lives bleak and hopeless. 


     They have made every manipulative, conceivable effort to create unrest and depression.  Why?  It’s in their best interests; it serves them well: 

1. They’ve made the public hungry to find out more about this economic monster that’s crushing in around us on all sides, which sells newspapers and grows broadcast audiences (which attracts advertisers and commands higher rates).

2. They’ve made us search desperately for light so they can rally us to overcome the odds and revel in the brightness they think they can lead us all to, from out of the dark shadows they’ve created and wrapped around us.  (This is also designed to build sales, increase rates, and attract advertisers.) 

3. It helps them justify their years of relentless attacks on a President they despise, and pave the way for their annointed savior next month.  Unfortunately, nothing in their optimism could be more pessimistic.  (And this bit of shortsightedness may actually cost them money!)

4. Nothing (nothing) could be further from reality than the strategic roads they ride, but reality doesn’t sell newspapers or build viewer and listener bases — that command higher rates and sell more advertising. 

     What these great mind-bending institutions have failed to realize, however, is that they can never take away our freedom of choice.  And what we need to realize –to rise above the din of narrow-minded defeatest thinking that mainstream media representatives would have us wallow in– is that we CAN think and behave as we choose. 

     We can choose to simply reject all the nonsense the media would have us associate with their “recession” drumbeats.  We need only to look inside ourselves as business owners and managers, as key pieces to the business and economy turnaround leadership puzzle. 

     Finding fault doesn’t find the path out! Cutting budgets doesn’t create sales! 

     We need only to exercise our own intestinal fortitude as a nation of entrepreneurs, as a nation of businesspeople driven to achieve.  We are believers to the core.  We are people who exercise universal charity, who reach out to help the downtrodden back up onto their feet.  We see problems as opportunities. 

     We business owners and managers inspire by doing.  We do not accept the negative values that the media or others try to put upon us.  As a nation, we strive to be winners.  By charging forward to scale the heights, and by reaching beyond where others think is possible, we brighten the lights that bring hope to this planet.  halalpiar         

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Nov 09 2008

Network Media Disorder

These networks,” the doctor continued, “and the borderline-Marxist viewpoint candidates they ushered into the spotlight, have managed to captivate and control your brain!”  

     “I’m sorry to tell you this, my friend, but you,” the doctor leered cynically over the tops of his reading glasses as he shifted his stethoscope from his neck to his shoulders and frowned parentally, “you have a severe case of NMD, and I’m going to recommend you go directly to the hospital for some immediate transfusions.  I’ll meet you there in twenty minutes.”

     “Aaaaah, NMD?  Twenty minutes?” 

     “Well, yes, Network Media Disorder, and, yes, I can squeeze one more patient into my insurance-company-alloted 12-minute maximum-per-patient examination time period, and still have eight minutes to get to the hospital, which is ten minutes away, but I drive fast!”

     “Er, no, Doc!  I’m needing a little bit more explanation from you than that before I go racing over to the ER for this mysterious transfusion that you seem to have prescribed just a little too quick for my liking.  Am I going to die within the next half hour or what?”

     “No, nothing like that.  It’s just that you need immediate attention or –it’s possible within any given hour– you may find that you have allowed yourself to be brainwashed  beyond repair!” 

     The good doctor tugged at his shirtcollar, took a deep breath and proceeded, “You see, by the time the election ended last week, you had already built up a rampaging attachment to CNN, NBC, CBS, ABC, TNT, and MSNBC (and MSNBC all by itself is a rather astonishing attachment considering only seven people in all of America actually watch it!).  

     In the process, your dormant benevalence greeted these screaming liberal radical networks with open arms and you were rapidly transformed into a wild-eyed supporter of electing our nation’s most management-inexperienced, Disneyworld-fantasizing team of candidates in all of history. 

     “These networks,” the doctor continued, “and the borderline-Marxist viewpoint candidates they ushered into the spotlight, have managed to captivate and control your brain.  It was not easy, but with at least $650 million in mysterious campaign donations lining their pockets, they could afford to take some bold and assertive thrusts into your skull, and convince you that change was the answer to the world’s problems, and that the candidates they supported were the second coming of the agents of change.

     “. . . and you, my friend bought into it.  Now you must pay the price of setting yourself up to be thoroughly brainwashed.  It’s either a lobotomy or a transfusion of the fair and balanced FOX network, mixed with some Rush and Sean and Michael and Mark and Laura and Greta, and a few other saviors of society.

     “You need these transfusions before the newly elected dictator attempts to disarm talk radio with his backer’s so-called Fairness Doctrine (it could not possibly be more inappropriately named!) . . . an extraordinarily sick platform if you ask me.  So that, in a nutshell, is why I want you to hurry on over to the ER.  The longer you wait, the more these talking heads will infiltrate your brain, the more you become a sheep, and then we will have some truly major medical challenges to face!”

     “Well, it’s true, Doc, I have become addicted.  I mean Wolfe and Katie and the rest really have welcomed me into their network families and I am afraid of missing even C-Span at this point.  I suppose a little re-balancing wouldn’t be such a bad thing.  I mean, I do rotate my tires, even.”        Halalpiar 

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