Marketing’s five P’s (Product, Price, Place, Promotion & People) are generally accepted as the pre-requisite pillars to building a sound Marketing Plan. In Advertising, I believe there are seven P’s … seven key Principles that have stood the test of time. They are the vital ingredients to a successful advertising campaign. Here they are:
1. Superior leadership with courage, a crystallized vision and clearly stated mission.
2. Honest self-evaluation.
3. Know your Customers.
4. Know your market.
5. Research the media.
6. Build a plan.
7. Produce memorable creative.
After a lifetime in the advertising business, starting in 1963, Ross Campbell shares his experiences on what works, and what doesn’t.
Seven Key Principles...
To hear a summary of the purpose for writing the book, On Advertising that Works! Listen here.
Whether you run a small business or a large business, the wisdom of King Solomon applies! And it applies to advertising as much as it does to governments. The very first key principle for successful advertising is this: Clearly state your Vision for the company to let every stakeholder know how they will benefit. Then, articulate a succinct Mission Statement so everybody knows how you intend to reach your lofty goals. Great advertising is developed by people who are inspired by the leaders who precisely enunciate the style and substance of the product or service. The leaders of these companies know that there can be no compromise in the integrity of the message. It all starts – and ends, with you the client.
Why Inspired Leadership...
Listen to what Ross Campbell has to say about Vision and Mission:
The wonderful book by Richard Carlson, “Don't Sweat the Small Stuff – and it's all small stuff” is a great read, but it doesn’t apply to advertising. When you invest hundreds of thousands, or millions of dollars in advertising, the end result will be determined by how well you took care of all the little things – sweating the small stuff – the details. They matter a great deal.
Interested in a speaker for your organization on sales, marketing and advertising?
Sweat the Small...
Listen to Ross’s thoughts on Sweat the Small Stuff.