You play the odds, hoping enough people who see your message are prospects to begin with.
And that enough of THEM will act on your message.
And regardless of where you advertise your message, is it visible when prospects are looking?
People have never been busier. While they rush around, is your message sitting still?
Why to add marketing to your media mix: Advertising "leaks."
If your message is a newspaper ad, OUCH. Despite steep circulation declines, rates keep rising.
Yellow Pages? You're being over-sold, by some of the best-trained sales reps in the business.
Local TV? With several hundred other channels on cable and satellite, it's a cruel numbers game.
Cable TV? Results vary dramatically.
Radio? Over-sold with commercial clutter, and under-the-gun from satellite radio...
...and something else you're seeing EVERYWHERE.
