Clear and tactical strategy leads to concise and informative briefing. The more succinct the brief, the stronger the creative. This will lead to a campaign that is attention grabbing, creative and strategically sound at every level.
Public relations activity is generally not stand-alone and more often than not, forms part of a much wider message. It's pro-active, it’s strategic and it bridges gaps that conventional commercial communications can't span. It is the most subtle of all marketing disciplines and can be most effective when deployed either tactically or strategically.
Media planning can never be random or whimsical. Placement is tactical and must be driven by the strategic plan. It is the most telling stroke in the campaign and as such can never be valued as partly successful. We win or we lose. We don’t half win. We joint venture media planning and placement with either Starcom or Zenith Media.
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Television advertising can work for your business
You see other businesses and professional services advertising on TV and you think, "They must be making money or they wouldn't keep doing it! Can I make money advertising on TV?"
Well, maybe you can! Many people do! If you have a good offer for TV and a well-crafted commercial placed in the right kind of programming, it can make your phones ring right off
But everything starts with your offer! If you want immediate phone calls, you must have an offer that is right for what I call "Immediate Response TV". Not everyone does. If you don't, then you may have to depend on longer-term "image" TV advertising or maybe some other kind of advertising altogether.
Let's define our terms: "Image" or "Brand" advertising is what you see mostly on national TV. The main idea is make you feel good about the product or service. Image commercials are really a kind of propaganda. They are usually more expensive to make and can take a long time to work, if they do. On the other hand, "Immediate Response" advertising attempts to get you to take some buying action right now, such as call the advertiser. Since the small business or professional advertiser usually does not have the time or budget to wait for image ads to work, I specialize in producing immediate response TV commercials for these clients.
So, how about it?
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