Is Advertising Effective for Marketing Professional Services? David Newson's Perspective

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links Jon should accept the ad offer only if he is able to establish proper expectations with senior management and only if he receives approval to fail. This is an excellent test and a good investment. He’ll have to educate and present them with a well-reasoned argument. There are three possibilities: unqualified success, qualified success, and failure. Criteria must be established to set campaign goals such as changing attitudes or creating awareness. Setting clear criteria for the test is of paramount importance. Jon and his management must also realize this is an investment. Should this test fail, the firm is still enforcing its brand.