Need help finding the perfect man for you? In this excerpt from Find a Husband after 35: Using What I Learned at Harvard Business School, author Rachel Greenwald reveals some unexpected Ivy League lessons that helped improve her dating life--and can help yours, too!
What I Learned at Harvard Business School: A product can be the greatest item in the world, but unless it has an effective advertising campaign behind it, it can fail in the marketplace. No one except the Marketing Department will ever know about the product's incredible attributes unless the message is effectively communicated to consumers. Many companies think of advertising as a necessary evil: It's expensive, time-consuming and promotional. But it's the only way for consumers to learn about the product. Consumers need to be educated and guided toward making the right selections.
Two important advertising lessons stand out:
- Brand consistency is absolutely key in any form of advertising: The brand image of the product must remain the same every time the consumer is exposed to it.
- Brand recall, a measure of how easily people remember what the brand stands for, is essential to an effective advertising campaign. If your advertising doesn't make your brand memorable, it is wasted. If I say "FedEx," you immediately think "Overnight Delivery." If I say "Rolls-Royce," you immediately think of a luxury car. The Rolls-Royce brand is and always has been consistently the "most luxurious car." Without brand consistency and high brand recall, advertising messages are ineffective.
While many forms of expensive advertising exist (television, magazine, newspaper, billboard and so on), some of the least expensive methods like direct mail, word of mouth and image advertising can deliver the most impact.
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