{"id":1371,"date":"2013-10-30T12:32:17","date_gmt":"2013-10-30T16:32:17","guid":{"rendered":"http:\/\/www.mrpwebmedia.com\/blog\/?p=1371"},"modified":"2014-01-29T16:29:00","modified_gmt":"2014-01-29T21:29:00","slug":"too-much-advertising-not-enough-communication","status":"publish","type":"post","link":"https:\/\/www.mrpwebmedia.com\/blog\/too-much-advertising-not-enough-communication\/","title":{"rendered":"Too Much Advertising, Not Enough Communication"},"content":{"rendered":"

\u201cOur cognitive hubris allows us to think that we\u2019re smarter than we actually are, to stubbornly deny the overwhelming evidence that human cognition is in fact a messy subjective mix of facts and feelings, intellect and instinct, reason and gut reaction. Pure, objective, analytical \u2018just-the-facts\u2019 Cartesian reason is a wonderful goal \u2013 \u2018God\u2019s crowning gift to man\u2019 as Sophocles put it \u2013 but it\u2019s an unachievable myth. And believing in it is dangerous. \u2026\u201d<\/p>\n

– David Ropeik, \u201cBig Think,\u201d Dealing With the Danger of Cognitive Hubris<\/p><\/blockquote>\n

\"MRPwebmedia's<\/a><\/p>\n

People are sick and tired of advertising. It invades every aspect of our lives and most of it is wasted and pointless. You cannot expect to know how to use a tool if you do not know what that tool is used to accomplish: you wouldn\u2019t try to use a hammer to install a screw, but that is just what most companies do when it comes to advertising.<\/p>\n

People Are Sick and Tired of Advertising<\/h3>\n

Advertising. Promotion. Brand. Marketing. The reason we have four words is because each one describes something different. Advertising is the process of delivering a message; it can take the form of a branding message or a promotional message. It is a tactical decision of how and where to communicate. Promotion is a time-limited price-related message used to drive sales or counteract competitive advantage. Brand is the space you own in your audience\u2019s mind so that they associate you with particular psychological, social, and behavioral desires. And marketing is the process of embedding a brand personality in the audience\u2019s collective mind so that your offering becomes synonymous with your brand and when your audience is confronted with a choice, your brand comes to mind first; four words with very different meanings and functions.<\/p>\n

High Tech Supremacy<\/h3>\n

We live in an age of high tech supremacy; it controls every aspect of our lives: work, play, and even social interaction including at times, for those inclined, the bedroom. We love our gadgets.<\/p>\n

In the 1967 movie, \u201cThe Graduate\u201d Dustin Hoffman plays a young college graduate. His parents hold a graduation party and invite friends, family, and neighbors all prepared to demand what\u2019s next for the young graduate or to give him advice on a career path. One guest puts his arm around Dustin and says, \u201cI want to say one word to you, just one word. Are you listening? \u2026Plastics.\u201d Today that word is technology. New technologies are coming on the scene as fast as Mrs. Robinson came-on to Dustin Hoffman, you remember Mrs. Robinson, don\u2019t you? But technology is merely a tool, a means to accomplish something and not an accomplishment in and of itself; at least for everybody but the inventor who\u2019s goal is to strike it rich with a lucrative IPO. The rest of us just want to use the high tech gizmo to build something.<\/p>\n

Meaningful Messaging<\/h3>\n

So when it comes to discussions of marketing, isn\u2019t it time we changed our focus from tech-envy to meaningful messaging? To that end we\u2019ve embarked on a mission to create a series of e-books that guide the online entrepreneur through the maze of conflicting media hype and provide the psychological tools to build a brand and a business that meets your expectations and dreams.<\/p>\n

Tools To Build and Sustain A Marketing Strategy<\/h3>\n

Our first e-book \u201cWhat\u2019s The Big Idea? A Guide To Creative Marketing\u201d<\/a> provides readers with twenty-eight concepts they can use to begin forming a coherent, consistent, sustainable brand marketing strategy.<\/p>\n

Our newest e-book \u201cBrand Universe, A Big Idea Marketing Strategy\u201d<\/a> builds on our earlier work by providing an implementation roadmap that helps guide the entrepreneur through the process of building a Brand Universe around their Big Idea Strategy. \u201cBrand Universe\u201d<\/a> is sixty-five pages jam-packed with useful information that you can use to actually implement your Big Idea Strategy.<\/p>\n

\u201cThink of your brand as a self-contained universe, an eco-system filled with all the necessary elements that make for success. It sounds complicated but in fact it is the opposite. By looking at brand in this way, you eliminate all the extraneous irrelevances that just get in the way of delivering your essential marketing message, but like the universe itself, there are laws that govern behavior, and those laws shape what, how, and where you present your marketing communication.\u201d<\/p>\n

\u2013 Jerry Bader, \u201cBrand Universe\u201d<\/p><\/blockquote>\n

Here\u2019s some of what\u2019s included:<\/h3>\n