Blog

(By Bob McCurdy) As a manager, it is important to search for different ways to make the same point to a sales staff so that they don’t begin to tune out your message. The same holds true for a salesperson who is attempting to communicate a critical point to a client.

(By Bob McCurdy) Recently, I touched upon the concept of annoying people by over-exposing them to the same commercials and the negative impact it can have on an ad campaign.

(By Bob McCurdy) There was an interesting article last week titled “P&G’s Pritchard: Seize Back Control of Data, Reinvent Marketing and Stop ‘Annoying the Hell Out of People,\’” that touched on a subject we’ve previously addressed: the impact of heavy and light users of any medium or station and the number of times each are exposed

(By Bob McCurdy) This past week I engaged a local advertiser on the phone who’s been struggling. She said she had previously tried some print advertising but found it ineffective. After having her discuss her business and challenges, I touched on a few marketing tenets to assist her in guiding any future marketing decisions. It was

(By Bob McCurdy) One of the definitions of the word “receptive” is “being willing or inclined to receive suggestions, offers, etc., with favor.” 

(By Bob McCurdy)  The first step toward creating an effective media campaign is determining who should be targeted with the messaging. Get this wrong and the odds of succeeding drop dramatically. 

The spoken word. The most intimate of ways to communicate.

(By Bob McCurdy) We all know about radio’s great reach story but does the rate at which that “reach” builds, often referred to as “reach velocity,” matter? To many advertisers it does.

(By Bob McCurdy)  I read an article recently written by Faris Yakob, a smart guy who writes some really thoughtful advertising-centric pieces.

(By Bob McCurdy) Competitive advantage is becoming increasingly difficult, not only to achieve but to maintain. This is true in any business, as the time required to neutralize a competitors’ technological breakthroughs, product enhancements, or tactical adjustments is continually shrinking.