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Nice little lessons for anyone who wants to sell to 'young' people. I'll call out this point, however: "they never buy anything because of the advertising." I
by JacobAldridge 17y ago
Nice little lessons for anyone who wants to sell to 'young' people.
I'll call out this point, however: "they never buy anything because of the advertising."
I've heard this before in market research groups, and even from business owners, but let me tell you - if you're buying some product, anything with a brand, chances are that advertising played some role.
See also this recent HN discussion - http://news.ycombinator.com/item?id=690758 http://news.ycombinator.com/item?id=690758
- billswift 17y agoAdvertising serves two related but distinct purposes: 1) Trying to get immediate sales, as part of selling a good; 2) More important is marketing - building longer term awareness of brands, quality, and availability of goods. When people downplay the effectiveness of advertising they are almost always thinking of its effectiveness at selling, where its major benefit to a company is through marketing.
- JacobAldridge 17y agoCould hardly agree with you more Bill. I actually go as far as giving different names to the two purposes, and putting them into completely different areas of the business. 1) is 'Marketing' is Operations, it's about revenue today, and sits with Sales, product delivery etc. 2) is 'Positioning' (from the work by Jack Trout) is equity management, is about future revenue and sits with things like vision, culture, new product research etc.