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1. Rebel With A Cause: Most Advertising in Existence Is, In Itself, A Detriment By Linda Caroll
Summary: Marketing legend David Ogilvy described Gossage as "the most articulate rebel in the advertising business."One year after his death, Gossage was posthumously inducted into the Advertising Copywriters Hall of Fame.Thirty four years after his death, a landmark study by the Direct Marketing Association (DMA) verifies that the fertilizer is, indeed, still obliterating the crop. The average direct marketing campaign response is a mere 2.61% The catalog industry average campaign respArticle…

2. A New Breed of Autoresponder, Auto Message Setup
Summary: ---------------------------------Case Study: Marketer Matt and the New Breed---------------------------------For example, take a look at the case of a fictional network marketer named Matt M:For years, Matt has been successfully marketing All Natural Pharmaceuticals using a follow up autoresponder. ---------------------------------Enter Auto Message Setup---------------------------------Using an Auto Message Setup system, Matt's downline reps can order their own follow up autoresponse a…

3. Seven Ways to Kick Up the Power of Your Print Advertising - More Small Business Power Tools By Douglas Hanna
Summary: If you business lends itself to this idea, try starting you ad with a simple story. Once you've pulled your readers into your ad, the challenge is to keep them reading to the end. You must end every ad with a call to action (see #7 below). Never, and I mean never, end an ad without asking your reader to do something. If your call to action is for the prospect to phone you, it's always good to add something like 'call us at 303-555-1234 and ask for, say, Bart.' That way, whenever a perso…

4. Trademark Infringement Issues For Pay-per-Click (PPC) Advertisers
Summary: Could this be a trend of things to come from the other major search players? MSN's new adCenter (still in beta) states you are not allowed to infringe trademarks within their editorial guidelines (see policy below). However, Google still maintains a strong stance in allowing advertisers to bid on trademarked search terms as long as the trademarked term is not used within the advertiser's ad-copy. Previously, we allowed competitive advertising by allowing advertisers to bid on third-p…