Tuesday, March 08, 2005
Al Ries On Marketing Strategy and Execution
What CEOs Just Don't Get About Marketing
Excellent Advertising Age piece by Al Ries on the strategy and tactics of marketing, and how to get it wrong.
Sample grab:
And what is a creative solution? It's a solution so new and different that it can't help but win an advertising award.
I can see it now. There's a meeting between CareerBuilder.com and its advertising agency.
"I have the creative solution to your marketing problem," says the creative director.
"And what’s that?" asks the client.
"Monkeys."
(You probably saw the three monkey spots that CareerBuilder.com ran on the Super Bowl at a cost of $2.4 million each.)
Comments
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Excellent Advertising Age piece by Al Ries on the strategy and tactics of marketing, and how to get it wrong.
Sample grab:
And what is a creative solution? It's a solution so new and different that it can't help but win an advertising award.
I can see it now. There's a meeting between CareerBuilder.com and its advertising agency.
"I have the creative solution to your marketing problem," says the creative director.
"And what’s that?" asks the client.
"Monkeys."
(You probably saw the three monkey spots that CareerBuilder.com ran on the Super Bowl at a cost of $2.4 million each.)
