Exploiting the Yellow Pages


Many people think the yellow pages are merely a place to put their phone numbers in large type. Silly thinking! The Yellow Pages are an arena for attracting the business of active prospects. They are a place to confront prospects on a one-to-one basis. You are selling. Others are selling too what you sell. The prospect is in a buying mood. Understand that opportunity, and you’ll be able to  create yellow pages ads that translate into sales.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Creative Marketing Program


Motivate your audience to do something; Marketing is not creative unless it sells. You can pretty much ensure that you’ll end up with creative marketing if you start out by devising a creative strategy. Such a strategy is similar to a marketing plan, but limited to advertising only, and defined solely at the content of ads and/or commercials. If you think there’s a simple formula for establishing such a strategy, you’re absolutely right.

Follow following steps:

  • Find the inherent drama within your offering;
  • Translate that inherent drama into a meaningful benefit;
  • State your benefits as believably as possible;
  • Get people’s attention;
  • Be sure you’re communicating clearly;
  • Measure your finished advertisement, commercial, letter or brochure against your creative strategy.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures

Constructing an Employment Ad


Experienced advertisers use a four-point guide called AIDA (attention, interest, desire, action) to construct ads. You must, of course, attract attention to the ad, or readers may just miss or ignore it. Develop interest in the job. You can create interest by the nature of  the job itself. You can also use other aspects of the job, such as location, to create interest, create desire by spotlighting the job’s interest factors with words such as travel or challenge. Keep your target audience in mind.  Make sure the ad prompts action with a statement like “call today,” or “write today for more information.”

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Direct Marketing


Direct market refers to direct mail, mail order, or coupon advertising, telephone marketing, or any method of marketing that attempts to make a sale right then and there. It does not require a middleman. It does not require a store. It only requires a seller and a buyer. And because of that, much unnecessary game playing is removed from the marketing process, leaving only accountable results. When you run a TV commercial or newspaper ad, you do all in your power to make sure that it works, but you don’t really know if it does. But when you engage in direct-mail advertising, the firm of direct marketing you will know clearly whether or not your mailing worked. Either it did or didn’t. If it worked, you’ll know how well it worked. And if it failed, you’ll know how dismally it failed.

Direct mail is the least expensive method of marketing on a per sale basis. The overall cost may be high, but if it works for you, it is inexpensive marketing. Direct marketing is more science than art. This is not to downplay the art of creating a successful direct mail package.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Meaning Transfer


The culture and social systems in which marketing communications takes place are loaded with meaning. Through socialization, people learn cultural values, beliefs, and become familiar with the artifacts that are associated with these values and beliefs. The artifacts of culture are charged with meaning, and this meaning is transferred from generation to generation.

Marketing communicators attempt to draw meaning from the culturally constituted world and transfer that meaning to consumer goods. Advertising is an especially important instrument of meaning transfer. The role of advertising in transferring meaning has been described in this fashion.

When exposed to advertising, the consumer is not merely drawing information from the ad but is actively involved in assigning meaning to the advertised product.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Common Advertising Techniques


It’s a good idea to be aware of certain common advertising techniques. There is nothing illegal or even misleading about a food advertisement that tempts you because it is photographed in a warm, cozy setting that reminds you of dinners at your grandmother’s house. But you should be aware that you may be buying the product because of the romanticized advertisement. Frequently used advertising techniques include:

  • Use of glamorous figure to endorse a product;
  • Use of sentimental pictures to awaken feelings of longing and nostalgia that the ad suggests may be fulfilled by using the product;
  • Use of “can be,” “up to,” or other “weasel words” that enable the advertiser to avoid making firm promises;
  • Implications that only the most up-to-date people use a certain product;
  • Gimmicks that make you feel you are getting a bonus, such as a free hairbrush attached to a bottle of shampoo;
  • Creation of market through convincing you that a new product will revolutionize your life.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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