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Brand Awareness Costs Tens of Millions; Smart Medium-Sized B2B Advertisers Skip That, Stick to Something More Linear

Ever think about whether the returns you see as a result of your advertising are enough to keep profitability growth?

For example, if an advertiser nets 20 percent or breaks even with a Facebook click-ad or Google digital ad campaign, is it enough to really grow business?

This short paper shares:

  • secret about Toyota Motor Corporation's "low-tech" habit
  • nuts-and-bolts common sense from a professor of marketing at Thunderbird Management School
  • John D. Rockefeller's opinion on growing market share

All in less than three pages.

Corey Weiner has worked on lead gen / direct response programs for big-name advertisers including Merck and Company, GlaxoSmithKline, Wyeth-Aerst, Novartis, NY Life Advanced Markets, AXA Equitable, John Hancock USA / Manulife and AIG American General.

And over four years doing consumer behavior research for the renowned Nielsen Company qualifies Corey to refine multimedia for advertisers less interested in brand / top-of-mind awareness and more so in seeing sales leads / demand generated.

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