MARKETING WARFARE
Abstract
Advertising has become a strategic weapon rather than a tactical one. Advertisers no longer run ads to sell products, they run ads to establish a position. Advertising is too expensive to justify on the basis of today's results. A one‐minute commercial on the 1987 Super Bowl costs you more than a million dollars. Yesterday, readership was the key measure of an ad's effectiveness. Today, most advertisers pay little attention to readership reports and coupon contents. They want to know what position they occupy in the minds of the prospects.
Citation
Ries, A. and Trout, J. (1986), "MARKETING WARFARE", Journal of Consumer Marketing, Vol. 3 No. 4, pp. 77-82. https://doi.org/10.1108/eb008182
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited