Insights

(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.

“What’s going on here?” Those were the words my three-year-old granddaughter uttered every time waves knocked down the sandcastles we were building on the beach last week. She was giggling wildly every time she said it.

(By Buzz Knight) Brand loyalty is a very delicate thing and should not be taken for granted. This relates to every business when you consider customer service, user experience, and the general quality of the work. Everything matters, and impressions can be changed or broken in a nanosecond.

(By Bob McCurdy) The “McNamara fallacy” is a concept that those responsible for allocating ad budgets should keep in mind as they go about the media selection process.