Received: by alpheratz.cpm.aca.mmu.ac.uk id NAA17659 (8.6.9/5.3[ref pg@gmsl.co.uk] for cpm.aca.mmu.ac.uk from fmb-majordomo@mmu.ac.uk); Thu, 12 Jul 2001 13:42:44 +0100 Subject: Re: It's an ad, ad, ad world Date: Thu, 12 Jul 2001 08:39:13 -0400 x-sender: wsmith1@camail2.harvard.edu x-mailer: Claris Emailer 2.0v3, Claritas Est Veritas From: "Wade T.Smith" <wade_smith@harvard.edu> To: "memetics list" <memetics@mmu.ac.uk> Content-Type: text/plain; charset="US-ASCII" Message-ID: <20010712123925.AAA28329@camailp.harvard.edu@[128.103.125.215]> Sender: fmb-majordomo@mmu.ac.uk Precedence: bulk Reply-To: memetics@mmu.ac.uk
On 07/12/01 05:21, Chris Taylor said this-
>Robin presents an interesting case - the small businessman who keeps a
>very close watch on his ads' effects;
Small businesses don't (usually) produce 30 second television
commercials, or full page advertisements, or endpage magazine spreads, or
even billboards, or even spend much time with advertising agencies. They
use mailings and placements in directory and trade outlets, where the
customer is (usually) primed to accept new information, and is in fact
perusing that particular source in search of new contacts and products.
Not that the big boys don't use the same, they do, with their normal and
splashy ads.
I remember a study of mail solicitations as concluding that each
potential client needs an average of seven mailings before a response is
expected, making mailings not a trivial expense whatsoever for a small
business, not to mention the usual office overheads or the cost of that
mailing list in the first place. Taking as close a look at your responses
from advertising and other marketing tools would only seem like cogent
and practical business acumen.
- Wade
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