Matthews on Marketing

Matthews on Marketing

Chapter 9 – Direct Marketing

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What might seem commonplace today was actually revolutionary not too long ago.  In a famous speech delivered at the Hundred Million Club of New York in 1961, Lester Wunderman drew an important distinction between how most of Madison Avenue marketed and how he and a handful of other upstarts did it.  As he explained:The din of advertising becomes louder and louder, and it costs more to make a consumer remember the advertising he saw, heard, or read when he makes a buying decision.  Isn’t it … [Read more...]

Chapter 7 – Social Media and WOM Marketing

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Every year businesses in the United States pay billions of dollars to agencies to create colorful, clever, attention-grabbing marketing and advertising campaigns.[1] Although these expenditures are essential to success in the modern business environment, the most trusted forms of advertising are far less elaborate; namely, recommendations from personal acquaintances and opinions posted by customers online.  According to the “2012 Nielsen Global Online Consumer Survey,” 92% of consumers surveyed … [Read more...]

Chapter 6 – The Press Release

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The workhorse of public relations is the press release.  Written in the form of a conventional news story, a press release alerts the media to an organization’s news and presents it in that organization’s point of view. Newspaper editors and reporters use facts, quotes, and other information contained in releases to flesh out their stories. Given the importance of the press release and the process of creating and disseminating a good one, we’ve dedicated an entire chapter to the topic. We begin … [Read more...]

Chapter 5 – Public Relations

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Public relations (PR) is the practice of managing the flow of information between an organization and the public.  The goal of PR is to influence public opinion.  As long as people have walked the earth, they have tried to convince others to see things their way  PR is the formalization of that human need, acting on behalf of a company, government agency, nonprofit organization, or famous person, and using all manner of media.In far too many cases, PR is the only thing that an organization’s … [Read more...]

Chapter 4 –Marketing Planning

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Creativity is a trait most people would include in the psychographic profile of a marketer.  After all, we are the ones responsible for slick advertising, eye-catching graphics, and clever promotions.  However, there are other traits that successful marketers need to possess.  For example, marketers need excellent planning and communication skills.  In addition, they are increasingly being pushed to be more strategic.  As a result, marketing plans have become more important than ever.  Marketing … [Read more...]