Addicted to Advertising?

Is it possible for a company to be "addicted to advertising"?

Strange as it may seem, there are books currently on marketing that say "Advertising is addictive. Once you start advertising, you can never stop. You’re hooked!" These gurus also get published in major business magazines making these outrageous proclamations.

Can this possibly be true? Can a company truly get "addicted" to advertising?

The answer is yes. But it's a good thing for them!

Many people believe if they put out a perfect product or service, their customers will keep buying the product, and encourage others to buy it. Some marketing gurus call this talk among satisfied consumers "street buzz". And, with great street buzz, who needs to promote or advertise?

What these gurus fail to point out is that no product is perfect for everyone, all the time. The features which appeal to some may not be suitable for others. And, no matter how hard one tries to offer perfect service, sometimes the mark of perfection is missed. When this happens, you have customers talking about you -- but they are speaking negatively about your service, products, or company.

Advertising is one form, or portion, of an integrated marketing communications program in which you have the unique ability to speak to customers in your voice, with your message, exactly the way you want to present it, and deliver the message precisely when you need it delivered!

So yes, we think advertising should be in every company’s budget. But does spending money for advertising and promotion indicate the company is addicted to it? The answer is yes.

+ Just as most folks are addicted to having electricity to operate the lights, computers and equipment.

+ Just like we’re addicted to having water, sewer, and trash pick-up.

+ Just like we’re addicted to having workers show up and labor on our behalf -- and most do because they’re addicted to having a paycheck.

So, yes, advertising is a necessary expense. Good advertising won’t fix bad products or cure poor customer service. But, good advertising will give your company a clear voice in the marketplace over which you have total control.

Are there"secrets" of making great advertising? Yes! Find out more by clicking on SECRET ADVERTISING TACTICS.

Notice: This entire publication is © 2001, David F. Ashton, Ashton & Company -- All Rights Reserved.

If you would like to work with dedicated, experienced professionals, consider calling upon Ashton & Company. E-Mail us at: dfashton@Master-Marketing-Source.com or call us today at (503) 727-2654. Your first consultation is free, and you are under no obligation of any kind by requesting our initial visit.

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