Channel 8 KLKN-TV Advertising Newsletter
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Marketing expert, Michael Corbett, recommends a focused advertising effort.
“The purpose of advertising is to create an equity position in a target market and to reach and motivate a sufficient number of consumers so that a business and realize a specific growth objective.” (p.31)
Rule # 6: Know what a New Customer is worth to you.
- How much does your customer spend with you and for how long?
- What is the average ticket?
- How many referrals to your business does the average customer give?
Rule # 23: Any Medium will work if you know how to work the Medium.
The way newspaper salespeople sell is” bigger is always better,” But research conducted by the newspapers themselves have revealed something different. The research (Daniel Starch Report) reveals that in a large number of retail categories:
A full page ad will provide a very small percentage of increased reading
– Michael Corbett, The 33 Ruthless Rules of Local Advertising
