|
Description
It wasn't so long ago that the marketer's quiver held a handful of arrows. The skillful often chose some combination of print advertising, radio, broadcast television and cable spots, Yellow Pages ads, direct mail, billboards, special events, telemarketing, press stories and of course, word of mouth. These were the trusted marketing tools. You could count on them.
[ILLUSTRATION OMITTED]
That was then; this is now and everything has changed. More accurately, it is changing. Since most of us prefer stability and predictability, we may see what is occurring as something akin to a transition from the old to the new as we look for a new list of trusted tools to emerge. Unfortunately, it may be little more than wishful thinking.
This picture came into abrupt focus one morning when the telephone rang. It was a vendor from a company placing video monitors displaying consumer ads in supermarkets. "As you know, advertisers are trying new ways to get to customers, particularly since many of the traditional techniques are no longer effective," said the salesperson, who was expressing the deepening dilemma facing companies today. Not only are there no... |
Looking for additional articles?
Click here
to search our database of over 3 million articles.
|
%20%20&position=1)