“You already have all the ideas you need to conduct
the most successful multi-media advertising campaign
ever launched in your area”

 I turn your ideas into the best broadcast advertising you’ve ever had.

 There are two ways to increase your advertising exposure in a market:

• in real terms – by increasing your budget

• in relative terms – by staying in the game as your competitors pull out.

 The easiest way to seem like the big guy is when you are the only voice being heard.

 During the decade before the depression Ford outsold Chevy 10 to 1.
Chevy piled on advertising as the depression hit,
keeping some magazines afloat with their relentless print marketing.
Before the depression was over Chevy was outselling Ford,
setting the stage for a close duel that has gone on for seventy years since.

Part of Chevy’s answer while taking on Ford was to refocus their advertising on positive emotions.
They broke new ground in this area at a time when the population as a whole felt pretty lousy

 It is ever more important to ask questions about your brand and its marketing.

 Chrysler’s fortunes in the Great Depression are a classic instance of this.
Chrysler had been the third player in the U.S. auto industry,
behind G.M. and Ford.
Early in the downturn it gave a big push to a new brand —Plymouth
Plymouth was targeted at the low end of the market.
By 1933 it had surpassed Ford to become North America’s second-biggest automaker.

 On a smaller scale, Hyundai has made huge gains in market share this year, thanks to a hefty advertising budget and a guarantee to take back cars from owners who have lost their jobs. The benefits from recession investment are often surprisingly long-lived, with companies maintaining their gains in market share and sales well into economic recovery.

 What about the revenue you’re missing due to “SOS” advertising?

 SOS advertising could be defined as Morse Code or “Same Old Story”

Neither is the answer to your current advertising success.

What is the answer?

Take a look back at Chevy’s decision to refocus on “positive”.

It gave people something to help them feel better about everything around them!

 I focus on the positive by learning why you’re the best in your market at what you do.

THEN… I TELL EVERYBODY