How to Spend Your Ad Dollars
- Topics:
- Marketing Communications
- Source:
- Entrepreneur.com
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Overview: The idea of targeting a certain type of car buyer through mass media is largely a pipe dream perpetuated by sales reps who want one to believe they have an efficient and cost-effective way of reaching the perfect customer. Generally speaking, mass media (TV, cable, radio and newspaper) should be used for building a reputation since they'll reach not only customers, but also those people who influence customers. The truth is, decisions are rarely made in a vacuum, but emerge far more often from word-of-mouth recommendations that come from friends, neighbors, co-workers and family members whom a person has reached with a memorable message.
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Format: HTML | Date: Feb 2003 | Pages: 3
