I have a real problem with the statements made in your recent post
about advertising and business. You characterized two beliefs of the
public as being misconceptions....one that , essentially, bigger is
better when it comes to the results of advertising campaigns and the
other that consistency will create a more "relliable" business in
terms of results. Then you go on to say that consistency is the
"golden rule" of advertising. You fail to explain why you think that
large campaigns don't necessarily produce the most effective
results. And, you go on to suggest that consistency should always be
the prime ingrediaent of advertising. It is not at all clear to me
why you think that these should be classified as misconceptions of
There is also an inference in your statements that big is better and
that advertsing in its' usual context is essential to survival in
business. What about the "mom and pops" who have long established
successful businesses that have weathered the test of time and have
gotten along quite nicely with out the costly advertising. And, how
about the giants that spend copious amounts of money advertising and
still seemingly get nowhere? In this later instance I am referring
to the large chain grocery stores, drugstores and others who are now
on their knees begging for mercy from the marketplace !
Small businesses have a tremendous advantage in the marketplace by
being able to acheive market confidence and recognition through
alternative means that don't require large expenditures. Quite
simply, all one has to do is network within the community.
You donate to charitables, participate in group involvement, buy from
your local business people....etc. etc. Before long, assuming that
you are person of character and integrity, you will have a loyal
The biggest problem with advertising is that it doesn't give a damn
what your budget is. As a matter of fact, you are going to pay MORE
than the big guys because they have more bargaining power. In
essence, what you are doing is messing around in the sand box of
corporations that have a billion times more assets than you !
You have an impressive ACADEMIC background in business, but you have
little experience "in the trenches" Having spent a few years in
advertising merely gives you a particular bias. You might want to
get out there and actually talk to some of those "moms and pops" who
have been around for awhile. Chances are that they will NOT be at a
comittee meeting trying to figure out how to erase the red ink in
their bottom lines......
Ron Mills, Mills Gem Co. Los Osos, Ca.