Wednesday, December 28, 2011

SHHH…Don’t Say the “A” Word

Advertising is not a bad word yet media solution specialists (Sales People) are being trained to not say this word at any time while proposing marketing opportunities.

Advertising: The public promotion of something such as a product, service, business, or event in order to attract or increase interest in it. –Encarta Dictionary: English (North America)

(Updated definition by Scott McGohan)
Advertising is a public service to inform consumers of available products, services, or other. Advertisers initiate advertising with an assumed calculated risk while attempting to maximize return on investment by earning public interest to levels that delivers more money than what was invested in advertising.

Advertising is not a bad word and business owners know they have to engage in the activity in order to become or stay relevant in their marketplace. Some business owners declare; “we don’t advertise”, “our only advertising is Word of Mouth” or “Advertising does not work”.

To them I say:
·         Do you have business cards? (Advertising)
·         Do you have a brochure or menu? (Advertising)
·         Do you have a website? (24 hour interactive advertising…if not you may want to consider it!)
·         Word of Mouth is the oldest and truest form of advertising. Investing in public announcements is a proven way to earn more customers and more mouths spreading your word in the marketplace.
·         Advertising only works to your expectations when done right!

Call it what you want but advertising is what it is… It is necessary today more than ever and will continue to be well past my time. Savvy media sales professionals can call it what they want in order to get to the decision maker, but savvy business owners see a duck and call it a duck. The greatest challenge is to know how to invest your adverting dollars and which convincing sales person truly has the marketing solution that will work for you.

Portland, OR
McGohan Advertising offers “Media Guard” (SM) a service which includes media proposal review on your behalf and expert filtering to deliver only relevant and highly potential marketing solutions to your attention. ”Media Guard” saves you time and money so you can focus on your job…running the business.

For more information and a free preliminary consultation please contact Scott McGohan @