The Marketing Plan Builder Blog

Financial audits have long been an essential part of the accounting function. And compliance audits have grown dramatically in other fields such as occupational health and safety, administration, production and distribution.  But marketing audits seem to be the auditing stepchild. Why?
Vested interest is one explanation. Most marketing managers will not of their own volition subject […]

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Advertising guru David Ogilvy famously said: “Ninety-nine percent of advertising doesn’t sell much of anything”. If this is even remotely correct it is a shocking indictment on the advertising industry in which countless billions of dollars are spent annually.
The reasons for waste in advertising are many and varied. All too often the wrong message is […]

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Assiduous preparation of the agency brief is the most vital stage in the development of a successful advertising campaign. I have always held the view that this is  the client’s exclusive responsibility. No one knows the intricacies of the market and the company’s position within the market as intimately as the client. The brief must […]

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To get your message across in a competitive marketplace there is no shortage of ways in which to ‘cut and slice’ your marketing budget. Yet the most powerful form of ‘advertising’ is free.
 
Nothing is more effective than word of mouth endorsements and like the best things in life - they are free.
How often have you […]

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Not long ago if you needed to communicate with your customers and prospects there was not much choice other than selecting which of the mass media you chose to advertise in while being prepared to spend heavily. You needed a lot of blind faith because results were difficult if not impossible to quantify. Mass media […]

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Running a business can be all consuming. Day-to day demands often relegate the time needed to review the future direction of the enterprise to the ‘back burner’. It takes a certain discipline and mindset to step back from immediate issues, to allocate time to ‘work on your business instead of in it’.
One consequence of […]

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