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ON THE ART OF (NOT) WASTING BIG MONEY

Academy »  Marketing »  On the art of (not) wasting big money

We are expanding our sales and services! No longer just the reliable marques of Škoda and vw, from the New Year´s Day on, newly also xyz … ! has a bold-lettered text in an advertisement heading spread across almost a third of a newspaper page. One of the biggest car dealers in this country is apparently trying to advertise an expansion of their car offer – to the time-proven Škodas and vws they are now newly adding a Korean marque. However, what if they rather say: “We are offering an alternative to those costlier cars by the vw syndicate – cheaper, though not that reliable, cars by xyz.“

The Czech language is rich in ambiguity and various riddles. Sometimes, though, promotion or advertising campaigns build around such tricky verbiage seem to aim outside the intended target area, into a vacuum, as it were. If a big corporation opts for the luxury of a seemingly sophisticated campaign which, in reality, is quite incomprehensible to most recipients, that is their own problem. Those millions or tens of millions of crowns thrown into a dustbin whose lid is lifted with a smile by the creative staff of advertising agencies get lost in big turnovers of strong-performing companies as the price paid for the searching for new ideas.

A small entrepreneur or tradesman who has invested into costly capacity equipment and is launching a new production has to think another way than a big corporation. They would like to inform potential customers about their crispy rolls and beautiful family houses, however, being involved in debt, they cannot even afford to knock on the door of a big agency. They suspect how dear would even the knock on the door come … …

And yet their situation is not hopeless. The media where our small entrepreneur would like to sow the seeds of publicity for his or her company and its offer provide, in a way, undreamt-of space and possibilities. Big advertising agencies prefer the form of costly advertisements. This is logical enough, as they live on the commission. However, there are other possibilities how to make their way into the media more cheaply. All you need to know here is what, where, when and how to place in the right kind of medium. Using consultants who have been working in this branch for years looking for optimal own ways for their clients might be the course of action to take for small entrepreneurs and tradesmen. You may find the one who will suit just you in this marketing section.

Compiled by: Miroslav Hájek, consultant

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