for instance, in the context of lead acquisition for an online subscription business:
1. in general:
how to optimize a media mix, assuming that you have a $2 million annual media budget, eg how much go to natural/paid search, banners, emails, etc - all in context of PROSPECTING/ ACQUISITION
2. by channel:
- banners: how ad networks work, CPM vs CPA; what to avoid, what to look out for, what are areas of opportunity?
- email prospecting: common mistakes when renting a list
- co reg - what works/what doesn't
- affiliates: how to manage ad networks (RO WISE, AZOOGLE, etc) and their affiliates - eg how to make sure that affiates don't bid for keywords against you?
Thank you!
2006-08-24 07:26:34 · 2 answers · asked by grzegorzsobiech 1 in Business & Finance ➔ Advertising & Marketing
There are none and any out there are rubbish.
Do YOU think for ONE moment that Chiat Day or Needham World Wide would publish their trade secrets!
I works like this. You take a chance.
I did TV commercials for Ambulance Chasing attorneies. It cost them $2,000 for the spots and $10,000 to put them on at 2 AM
After the FIRST airing they got several phone calls the next morning. One would think those first phone calls might pay for the experiment.
Vanessa Carlton's people did a Yahoo Launch thing. Probably the most massive ever and as far as I'm concerned it work. It got me to check her out when I saw her banner on EVERY site!
That cost between $10,000 and $50,000
The Macintosh got launched with ONE ad on the Superbowl.
In theory one would think that's the worse place to put it! Jocks aren't GEEKS.
In the early days of TV commecials were integrated into the script, then they made that illegal.
Do you know how many people started smoking ot switched to Winston because Jedd Clampett and Granny pitched it first hand and smoked it on TV.
Winston tastes good like a cigarette had outta!
Endorsements are the ultiamte tool.
Get Britney to pitch a disposable diaper and watch sales rise
Ed McMahon used to pitch Alpo and Budweiser on the Tonight Show. Once a month he got a truck load of each delviered to his house, plus he got over $1 million a year in compensation!
Antia Bryant got into trouble over Gay bashing and it COST her a $2 million a year Sunkist contract!
Anita Bryant, as has been, was worth $2 millioni a year!
Look at that diabetic testing company that snagged what's his name! He's on there all the time. So is that black blue guitarist.
Who would beleive a talking Gekko could be an Icon for an insurance company!
Pure genius.
They took a chance.
That chance cost $10 million to try out.
A national spot is between $500,000 and $1,000,000 PER 30 seconds
Back cover or inside cover of any major magazine is $200,000
Ford, Chevy and Dewars has made a living out of this!
Fail and you drive the company into bankruptcy!
A company like Toyota gives Chiat Day (or is it Needham, this year) $200 million a year to promote them.
Some things can't be promoted.
An 18 year old boy of limited talent made his own Commercial, took his own poor picture, bought a full page ad in Variety and aired himselve on TV for a week.
Must have cost him $20,000
He got nowhere.
Angelyne found a sugar daddy who put up a billboard of her on Sunset for several years at a cost of $$$$
It got her a few movive and TV roles and she is a name and icon in the industry. Not much of one, but an Icon.
Country Singer Kenny Rogers. Had a minor hit with "Ruby Don't Take Your Love To Town" with the First Edition. Got on the Smothers Brothers TV show sevearl times.
Ken Kragen picked himup, talked him into going country full time, then got him booked into a Las Vegas hotel. Kragen convienced Rogers to spend his ENTIRE salary from that gig on a double truck ad in every Las Vegas newspaper (about $5,000 to $10,000 each paper). Rogers did it and he got his gig extended from 1 week to 5 weeks.
That was bold.
Do you have the balls to tell someone living in an Apartment in North Hollywood with no life and no career who just got $30,000 to blow it all on 3 or 4 newspaper ads!?
Do you have that kind of balls!
That is the advertising business.
You won't find that in books.
2006-08-24 08:42:18 · answer #1 · answered by Anonymous · 0⤊ 0⤋
no one book can possibly answer all the intricate issues you are asking for.
Best source for online advertsing is the web, and do the research at each of the web search engines.
The books I am thinkg of are in the series of guerrilla marketing by jay conrad levinson
and the book postioning the battle for your mind by ries trout
Good luck
2006-08-24 07:34:41 · answer #2 · answered by peterpfann 3 · 0⤊ 0⤋
No, the thing about Ron Paul is that he is breaking all orthodox politics. He is bringing a new facet of campaigning, out with the old in with the new. The blimps are a great idea.
2016-03-17 02:06:42 · answer #3 · answered by ? 4 · 0⤊ 0⤋