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When a group of industry professionals was asked what they do for a living, the popular response was, “I sell promotional products.” Since “selling” generates money, the statement is
accurate on the surface, but simultaneously deceptive when the client’s objective is considered. For instance, we are more likely to hear, “I want to motivate my salespeople” than, “I want to buy some watches.” Advertising is not outcome-based; it is informational. It may contribute to an eventual outcome, but there will rarely be a direct cause and effect from advertising.
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