Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2
Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2
CHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 barely mentions your product?Of course not. But otherwise shrewd businesspeople do it all the time. The advertising channel we arc talking about is television.Most television advertising is rubbish. And Super Bowl commercials are the worst kind of rubbish—expensive, self-absorbed, and impotent.Supe Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 r Bowl commercials are, for the most part, elaborately produced minimovies, with action-packed plot lines and famous actors and beautiful scenery. SomEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
e arc dramas. Some are action adventures. Some are comedies. We laugh at them. We cry at them. We hold our breath in anticipation. We do everything weCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 n confirmed by recent studies. University of Tampa researchers, working with ad agency Brain on Brand, found that a year after watching Super Bowl commercials, most viewers couldn’t remember what products had been promoted. This held true even for those much-talked-about commercials heralded at the Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 time for their originality. In fact, in one case, many subjects thought an ad for FedEx was actually for UPS.134 CHANGING THE CHANNELThe best-rememberEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
ed commercial studied—a Budweiser ad that was lauded by advertisers as brilliant and successful—achieved only a 46 percent recognition factor. In otheCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 on to these findings, however. It was a low-budget advertisement that didn't feature a movie star, had no special effects, and placed last on many of the post-game lists of “best Super Bowl commercials." It was reviled both by TV critics and advertising “experts," one of whom called it “monumentally Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 brainless and amateurish."2But what they missed was that the ad, for Vin Guptas database marketing company info USA, was a huge success in terms of sEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
elling the product.The offer—“For 100 free sales leads, go to salesgenie.com"— brought 30.000 people to the web site. More than 2,000 people called thCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 ,000 new subscribers to its service as a direct result of that one ugly ad.3This simple commercial led directly to “the third highest market share rise among Super Bowl advertisers, after King Pharmaceuticals and Budweiser,” according to Hitwise, a company that monitors Web traffic.4“Gupta didn't ea Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 rn accolades from the advertising industry with his commercial,” said Denny Hatch, a direct-marketing expert, “but his $3 million was well spent. It bEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
rought quantifiable attention to his business, not just water cooler talk on Monday morning.”5We have always been delightfully dumbfounded by brand adCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 shareholders? Don't they feel obligated to produce a return on their advertising investments? Or do they think that winning an industry award for “most creative Super Bowl commercial" isDirect-Response Television135a sufficient reward for all the time and talent that they invest in these micro-Holl Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 ywood wannabes?Don't get LIS wrong. We believe in TV advertising. But we also believe that if you spend a dollar promoting your product, you should geEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
t back that dollar—and then some—in product sales.When you abandon that purpose or give it second priority in order to impress the world with your cleCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 commercials that don't sell product and fail to be recognized by half of those watching, then something is definitely wrong. 1 low do these ad agencies convince their clients to pay for these boondoggles?1 here is some great buying and selling that occurs in the television industry, but its not the Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 selling that's supposed to take place: between the advertiser and the viewing public. Instead, it s the buying and selling that occurs between the ageEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
ncy and the advertiser.WHAT CAN BE DONEBut what about selling the product? Can that be effectively done on TV?The answer is yes—but with qualificationCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 form (30-and 60-minute infomercials), and marketing on TV auction shows.We enjoyed some notable successes (one campaign that generated $4 million in sales in under two weeks), some memorable losses (an $80,000 investment that netted less than $100 in sales), and lots of results that were somewhere Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 in between. These experiences taught us that TV can be a viable, secondary medium for multi-channel marketers, if they take a careful, direct-responseEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
approach and avoid the lure of brand advertising and award ceremonies.To make money using this channel today, you have to go back to what worked whenCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 overall marketing program, keep in mind that it is a very unique medium. It136 CHANGING THE CHANNELaddresses consumers when they are in a passive mood—usually sitting in a comfortable chair or lying in bed at home. Print and Internet advertising, by contrast, engage prospects actively. In tact, thes Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 e consumers arc usually actively searching and scanning for information that they find interesting and rewarding.Because television advertising is pasEbook Changing the Channel: 12 easy ways to make millions for your business - Part 2
sive, it has to try harder to capture interest and motivate. Ulis is why creative advertising usually doesn't work. By disguising itself as (or fully CHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement that Ebook Changing the Channel: 12 easy ways to make millions for your business - Part 2 mber any of this.”ADVERTISING TO YOUR TARGET MARKETCHAPTER NINEDIRECT-RESPONSE TELEVISIONWhy Super Bowl Ads Don't WorkWould you ever consider forking over millions of dollars for an advertisement thatGọi ngay
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