A Guide In How To Achieve Advertising Brilliance In These Days Of Total Confusion!

By Paul Ashby So youre in Advertising/Marketing. To day, more than ever before your success will depend on how the consumer (who after all is really your customer) will be buying your product. Because of accountability, and the emerging technology, your work will be liable to far more intense scrutiny on performance, than ever before. The problem is, in the past you have been, and are probably now, working far too hard and too long trying to keep abreast of your work load, which, in turn keeps you from spending enough time on your most important asset, your customers! If the truth been know, when your advertising appeared on TV, or wherever, you frankly thought that that you had to move on to the preparation of the next phase of the programme, and gave scant attention to what was happening out there, in consumer land! So here is a checklist as to what we think you should be doing, on a regular basis, to help you achieve advertising breakthrough: One: Believe in and develop total customer involvement and responsiveness. Two: Pursuing and implementing two-way communication utilising existing Media. Three: Create a high degree of flexibility by empowering your customers. Four: Face up to the fact that what went before is over! Five: Acknowledge the fact that interactive advertising is the only appropriate form of advertising. Six: The only thing you must believe in is constant improvement through the implementation of conversations with your customers. Seven: There is no such thing as above the line and below the line those old fashioned stereotypes are goneforever! Gone are the days when grey-suited admen would commute to Waterloo Station from the Surrey suburbs, catch a cab to Charlotte Street, Spend the day concocting clever, feel-good ads, collect 15 percent commissions for placing them with ITV, Channel 5, Sky etc and glossy magazines, and schmooze clients over expensive wine lunches. Today, the centre of gravity has moved, and much of the work is done by twenty somethings in jeans and T-shirts. They earn less and work harder to peddle niche products through a fragmented media market to savvy consumers who tune out messages they find boring or irrelevant. The cushy commissions have been replaced by stingier, cost-plus-fee schedules imposed by numbers-driven corporate marketing officers who care less about the creativity of advertising than its return on investment. None of this happened overnight -- the process began more than 20 years ago. But it's fair to say the industry has recently been through a less-than-golden era, whether measured in profitability, creativity, or the satisfaction level of clients or employees. Recently the global chairman of P & G had this to say,we must understand whats important to our customers and connect with them. We must shift our mindset to truly creating partnerships." Consumers are showing a greater need for making connections with other people and brands, as evidenced by the upsurge in consumer generated media like YouTube, viral marketing and other cabalistic techniques. "Sometimes we need to be more open in bringing that human perspective to our marketing." Trust, too, has become a vital element in marketing. Brands with the highest market share also enjoyed the highest level of trust among consumers. You really do have to do something about the problem of Clutter. We live in an over informed world where people everywhere are turning away from all the meaningless information they are awash with Clutter. That dreadful word that came into vogue in the late 1960s and was applied to the proliferation of advertising messages the consumer could be exposed to during the course of his or her working day. More accurately the term was "commercial clutter", however we much prefer "meaningless noise" Now, if you could sort that little problem then you really would be well on the way to advertising brilliance! Another way of achieving brilliance in advertising is to actively encourage interactive television on current terrestrial TV formats. This form of interactive communication dramatically alters the way the viewers perceive the commercials, instead of being seen as an interruption the commercials now become a meaningful source of information (a form of programming) and thus are watched in a totally different way. Presenting advertising within this format allows the most dramatic evolution of advertising itself. This renaissance in this period of the ongoing history of advertising will be know as advertising by true, accurate, more predictable, instant and measurable results. Clients will pay only by results. The interactive nature of the new technology will allow research to measure the results and present these results as a post-evaluation of their participation. Clients will then pay for participation based upon these evaluations. And thats when you will have achieved advertising brilliance! Paul Ashby pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cognitive Dissonance, Selective Retention and Selective Exposure. Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at http://effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.com Article Source: http://EzineArticles.com/?expert=Paul_Ashby http://EzineArticles.com/?A-Guide-In-How-To-Achieve-Advertising-Brilliance-In-These-Days-Of-Total-Confusion!&id=488334 www buy phentermine
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Are Real Estate Agents Going the Way of the Dodo?

By James Christensen Some 30-odd years ago, MLS listings were printed on small cards that fit in shoeboxes, and Realtors were their gatekeepers. Thanks to the Internet, agents as well as consumers have access to all kinds of information.
As a result, real estate firms are changing the way they interact with customers and reevaluating their roles in the age of information. "Whereas before clients depended on Realtors for information, they're now finding their own information and then coming to us for services," explains Chee, CEO of Prudential Locations. "That's meant a lot of changes for the industry and has made the job of a Realtor much, much more complex."
Around 1995, when the Internet first hit real estate, it was the kickoff of consumers getting much more involved in the transaction, because it brought more information to the customers. Discount Brokerages Has all this paved the way for Discount Brokerages to take over, akin to what has happened in the securities business? Discount brokerages offer all the usual services and expertise at a fraction of the cost. Has that forced traditional real estate firms to rethink the way they do business? Will agents become order takers and brokers just the vehicle for executing the real estate transaction? Discount brokerages are not a new phenomenon. They arise every time the market gets hot like this, because there's so much inventory. And then the market switches over, and they disappear. The thing people need to understand when they're working with discount brokerages is Econ 101. Econ 101 like the grilled cheese sandwich that had the Madonna on it and sold on eBay for $33,000. It's an extreme example of how, when you open the market up and have more people see it, you get the highest possible price. In a discount situation, generally speaking, that's not the case. Ask a potential listing client: So what's more important--the commission, or getting the higher price for your house?
Consumer Education=Good Business How are traditional brokerages positioning themselves to remain relevant and important to consumers in this new landscape? What's interesting is that customers feel empowered because they found their house on the Net. But if you think about the real estate purchase, it's something you do once every eight or 10 years. So you don't develop an actual skill set to do it. So the question is, how fast can we enable customers to get up to speed? What's happened is that the market has been dissected into different types of consumers. Some guys say, "Do everything for me." Some say, "I want to be hands on." Before online MLS listings and virtual tours, if you wanted to know something, like how big the yard was, you'd have to call me. Now it's, "I saw this house on the net. It's 10,000 square feet, it's three-bedroom, it looks like what I want. Now what else can you tell me?" So now firms need to decide to include or exclude different ways that customers want to do business. Some companies are accomplishing that by offering services a la carte. A menu of services is a maturing thing, but, at the end of the day, the business that survives is the one that treats its customers the right way, and that might mean more education. When you talk about a la carte, it's not as simple as ordering off a menu, because the individual services are all kind of connected to each other. When you split them up too much, it becomes very complex. So as long as the consumer knows how they're connected, it can work. Is the empowered consumer the main factor behind falling commission rates? Overall commission rates are falling, and have been falling for almost four years across the board, but it's very similar to looking at the statistics for real estate. People say, "Oh, the average price fell by $20,000," but it really didn't, because the composition of the market changed.
Commissions are falling, but the structure of services is also changing. Consumers are getting smarter. So one of the things progressive brokers are doing is getting customers as smart as anybody in the market. The way we do that is by giving them tools that are easy to use. In example, giving them all the solds, all the listings, charts and graphs to get the client smart. Because when they're smart, they're decisive! Written for http://www.e-realestatelicense.com
By James Christensen
Real Estate Expert and educator. Our training site http://www.e-realestatelicense.com offers a valuable service to individuals looking to get into the Real Estate industry. Article Source: http://EzineArticles.com/?expert=James_Christensen http://EzineArticles.com/?Are-Real-Estate-Agents-Going-the-Way-of-the-Dodo?&id=120785 buy xanax online overnight
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Motorola K3 and Motorola Q: Let The Power Of Technology Serenade You

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