Effective Advertising – Effectising
According to a senior executive of a global advertising agency, “We are fast entering a world of excess supply as opposed to a world of excess supply.”
That senior executive claims that in such a world, effective advertising can make or break the businesses of suppliers. I fully agree with the senior executive’s view on this topic, though I felt if taken literally, that view is still too simplistic to ensure the continued survival of businesses. Advertising can make or break a business, and the key really is effectiveness. My firm believe is that effective advertising is what makes or breaks a business. I term it “EFFECTISING.”
Effective advertising – EFFECTISING – starts at the very beginning. It starts way before the line – way before the show gets onto the stage – if you know what I mean. Before the line activities should take up around 60%-80% of the effort needed to achieve EFFECTICING. As the Chinese saying goes, “Three minutes of excellent performance on the stage requires ten years of training off stage.”
Before the line activities, a crucial component of EFFECTISING, is all about defining the right objective – the goal.
Read MoreI Love Living Life. I Am Happy.
Another inspirational piece, courtesy of Andy. This is what he wrote on his Facebook:
Read MoreA friend shared this video with me and it really touches my heart and added infinity amount of fuel to help me face the challenges of life and more importantly helped me to count all my blessings … be thankful with what we have and not waste our life mourning on what we do not … learn to make the best of what we have guys always! Be happy!
Cost savings – is that your prime objective?
This is a follow-up on this other article I posted: Objective – Cost Savings?
In every high value-adding business, mine included, there is a direct correlation between quality and price. This is a basic law of business.
I recall this situation about a year ago. I had sold a consulting package to help a client streamine his business process thereby achieving cost savings. This wise client of mine, at the first kick-off meeting, made it very clear that any cost saving cannot come at the expense of service degradation for his client. “If I really wanted to save costs ruthlessly,” he said, “I might as well just shut down this business!”
Wise, indeed. Procurement executives who go for the lowest price, or press the price of a current supplier down, without giving this action some thought and without fully understanding the sevice level degradation that his company is going to suffer because of this, is doing his company, his colleagues, and himself a grave injustice. This is true for procurement executives in almost any industry – the PR industry included. [Read: PR...paperclips or partnership?]
Read MoreWeb 2.0 and Its Impact on Future of Internet Copy
To download a free copy of Michael Fortin’s controversial whitepaper entitled “The Death of the Salesletter: Web 2.0 and its Impact on the Future of Internet Copy”, click on this link: Download free whitepaper
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