When you study how advertising works your knowledge is going to improve your marketing efforts. This means more sales, which means more profits. Consider this: most people don't read books or take courses and seminars. They simply go along with a knowledge which is from eighties. Some have even pre-historic skills from the seventies. Don't laugh when you meet these people. They are the real deal. As matter of fact 80-90 percent of your organization consists of people who haven't studied anything since they left school.
Instead of judging outdated people, make sure you are not still talking about how "the web" will revolutionize everything when you become over 50 years old. Social media is cool, the internet is great, but at the end of the day - the only thing that really matters is how do you handle change. That's all there is, turbulence and roller coaster rides. The web isn't going to be young forever. Neither will you.
Do this simple test. Take a look at people sitting in your coffee room. What are they reading?
The best way to prepare yourself for the future is to study. In your case study how advertising works, especially study what doesn't work. How can you know if your advertising is good or bad? Can you track it down to a single ad or are you counting that "awareness" will increase your sales? I'm not saying it doesn't work. I'm simply asking - How do you know if your advertising works?
I started Ad Man's Book Club few months ago. Every month in this blog I announce one book worth reading. You can find November's choice here My goal is to educate readers like you about advertising, direct marketing and how to influence people more effectively. I hope you enjoy reading these articles as much as I enjoy writing them. Your comments and opinions are very much welcomed. Please, keep them coming.
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