There are four main reasons why advertising is inappropriate for most businesses:
• Advertising is simply not cost-effective. Claims that it produces even marginal financial returns are usually fallacious.
• Customers lured by ads tend to be disloyal. In other words, advertising does not provide a solid customer base for future business.
• Dependence on advertising makes a business more vulnerable to changes in volatile consumer taste and thus more likely to fail.
• Because a significant percentage of advertising is deceptive, advertisers are increasingly seen by the public (both consciously and unconsciously) as dishonest and manipulative.

Businesses that advertise heavily are often suspected of offering poor quality goods and services.


author Marketing Without Advertising
by Michael Phillips & Salli Rasberry

As a follow up, of course one can not just reject something without giving an alternative.

There should be a marketing strategy that does work: Personal Recommendations.

If you dont agree please feel free to give your opinion. Thanks.

Quoting from [GMPImportExport]:





There are four main reasons why advertising is inappropriate for most businesses:

• Advertising is simply not cost-effective. Claims that it produces even marginal financial returns are usually fallacious.

• Customers lured by ads tend to be disloyal. In other words, advertising does not provide a solid customer base for future business.

• Dependence on advertising makes a business more vulnerable to changes in volatile consumer taste and thus more likely to fail.

• Because a significant percentage of advertising is deceptive, advertisers are increasingly seen by the public (both consciously and unconsciously) as dishonest and manipulative.


Businesses that advertise heavily are often suspected of offering poor quality goods and services.



author Marketing Without Advertising

by Michael Phillips & Salli Rasberry

Have you actually read this book? or just taken afew excerpts out of context.  Marketing in and of itself is a plan.  Advertising is but one tool in the marketing plan.  Advertising need not have any cost related to it, if done right.

Ranger

Have you actually read this book? or just taken afew excerpts out of context.  Marketing in and of itself is a plan.  Advertising is but one tool in the marketing plan.  Advertising need not have any cost related to it, if done right.

Ranger

i have copy of one. if you want i can send it to you

Guo

Quoting from [GMPImportExport]:





There are four main reasons why advertising is inappropriate for most businesses:

• Advertising is simply not cost-effective. Claims that it produces even marginal financial returns are usually fallacious.

• Customers lured by ads tend to be disloyal. In other words, advertising does not provide a solid customer base for future business.

• Dependence on advertising makes a business more vulnerable to changes in volatile consumer taste and thus more likely to fail.

• Because a significant percentage of advertising is deceptive, advertisers are increasingly seen by the public (both consciously and unconsciously) as dishonest and manipulative.


Businesses that advertise heavily are often suspected of offering poor quality goods and services.



author Marketing Without Advertising

by Michael Phillips & Salli Rasberry

Dear GMP,

As Ranger has rightly pointed out, advertising is part of Marketing and an important tool.

Advertising helps in communicating to buyers of a brand, relates the brand/product to utility and relates it to lifestyle of target audience.

Word of mouth campaign for marketing would make products localised if advertisements are shunned.

Sixer

 

<blockquote> thank you Mr Sixer for replying. 

you have all very good opinion.  you are right that without advertising it is impossible for a brand to go international.  Maybe the book (the author) is pointing to small and medium enterprise, because they give examples from restaurants to some localised services etc.

the book pointed out that one restaurant in new york dont even bother to do advertisement and the business is so great!  what they did is to let the customer share to other potential customer the value of their products and services by word of mouth - or personal recommendation.

the book also pointed the strength of personal recommendation to make or break a business.  one dissatisfied customer will share his experience to five or more person, while one satisfied customer will share his recommend to other friends 2-3.

its all up to business to mixed their marketing strategy with recommendation and advertising.

Hola

Guo

Quoting from [GMPImportExport]:

 

thank you Mr Sixer for replying. 

 

you have all very good opinion.  you are right that without advertising it is impossible for a brand to go international.  Maybe the book (the author) is pointing to small and medium enterprise, because they give examples from restaurants to some localised services etc.

the book pointed out that one restaurant in new york dont even bother to do advertisement and the business is so great!  what they did is to let the customer share to other potential customer the value of their products and services by word of mouth - or personal recommendation.

the book also pointed the strength of personal recommendation to make or break a business.  one dissatisfied customer will share his experience to five or more person, while one satisfied customer will share his recommend to other friends 2-3.

its all up to business to mixed their marketing strategy with recommendation and advertising.

Hola

Guo

Dear Guo,

So it seems that what this book is written about is already practised by every roadside vendor too.

Sixer

Quoting from [sixer]:

Dear Guo,

So it seems that what this book is written about is already practised by every roadside vendor too.

Sixer

<blockquote>

please see excerpt from the book:

<quote>

We hope we have succeeded in getting you to think about the dubious value of advertising for your business, if you hadn’t already independently arrived at this conclusion. Now it’s time to talk about a marketing strategy that does work: <em>personal recommendations</em>.    In our view, promoting personal recommendations is a superior, yet often overlooked, strategy to attract and keep customers.

The idea of people making recommendations to other people is so familiar to us that it often takes a big stretch of the imagination to understand what a significant factor it can be in improving the profitability of your business. Most business owners have no idea just how powerful this tool is because they don’t know how to use it efficiently. Yet ask yourself how many of the interesting people you have met, places you have visited, and more to

the point, high quality small businesses with whom you have had positive relationships, have come to you from friends who cared enough to tell you about them.

Sam DuVall, who conceives of eating places as theater, has owned very successful restaurants: The Ritz Cafe in Los Angeles and the Elite Cafe in San Francisco. The Elite Cafe was one of the first places in Northern California to serve New Orleans cuisine. Money was invested in good food, good service and in creating a unique ambiance worth talking about, not in advertising. DuVall neither advertises nor does any paid promotion in the conventional sense, yet the Elite Cafe has been packed every night for years. When

asked about his success, DuVall said, “Nothing works as well as word of mouth. People believe in it.”

<unquote>

hope we can have wider view of things.

Best regards

Guo