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The average consumer is confronted with over 36,000 commercial messages per day.
Decision makers face even more options. All available space is being bought up and sold as advertising space. Advertising
exposure is increasing exponentially, and this naturally affects your cost of sales and therefore your margins. It now costs three times more to get just half the results you used to get. What to do?
You have
two choices. You can work harder, which is tactical, short-term and comprised of reactive, daily activities. Or you can work smarter, which is strategic, based on a long-range plan and objective.
Your strategy should drive your tactics, not vice-versa.
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