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Do Advertising And Marketing Work?
It never ceases to ... say the same thing about our products and services?

... mathematics, whose results could cause the agency to dramatically increase (or not) its YP advertising based on projected returns. Another non-standard agency we encountered that did this exercise was happy to spend more than $15,000 a month for the back of the telephone book. They make so much money on their ad budget that they consider it an investment, not a cost. But don't assume that because ads worked for this agency that they'll work for you. Every agency has its unique marketing areas, products, and competition ... return substantially more than this make-believe scenario. It's unbelievable that agents will back away from a successful advertising campaign after they've proven that it works. 6. Don't confuse advertising with marketing, and use both to achieve your goals. "Spend" marketing money over extended periods of time to familiarize prospects with you and your products before you "invest" in advertising to achieve direct sales. THE PROCESS OF THE SALE Earlier I told you about how an advertisement directly influenced me to seek out a product because the timing of the ad ... some of the snow and ice to let the water flow away from the building, ice-cold water was constantly pouring on my head from the gutters. I had a product need. A firm called GutterGuard, one of the top 15 home improvement companies named by Remodeling magazine, realizing that heavy snow and ice meant an opportunity, placed a full-page ad in our regional newspaper on the Sunday after the heavy snow. I called. They answered very courteously and had a salesman at my door the next afternoon. During my conversation with ...