Hitting The Target… Part I

Traditional Advertising

Short of Super Bowl Sunday, have you ever rushed right home because you were afraid you’d miss some critically important commercials on network T.V.?

Do you often long for the content portions of the hour to end on your favorite music or talk radio station so you can get on with some paid advertising instead?

Or do you reach for the remote… flip the channel… turn the sound down… or TiVo the whole thing?

Our customers are no different… but it wasn’t always that way.

In the early days of television and radio, we expected corporate sponsors of programing… in fact, we wanted them.

How else could we know that Geritol might one day keep us regular, or that Carnation Evaporated Milk would add texture to our Cinnamon Buns… unless Lawrence Welk or Burns and Allen told us?

But somewhere along the line… things changed.



1) Watch the NFC or AFC Championships tomorrow with a notepad and pen.

2) Make a list of every commercial ad during the first half.

3) Put a star next to each one that changed your mind about their brand, or inspired you to take action immediately.

4) Count the stars.



As a small business owner or marketing professional, how can you best reach your target with a message that impacts, engages, and causes action on the part of your audience?

I look forward to speaking with you.


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