4nursing.com (homepage)
Top Nursing Topics:
A to Z Nursing Topics
About Nursing:
-
Certified Nursing Assistants, CNAs
Disabled Nurses
Impaired Nurses
LPNs, LVNs
Registered Nurses
Advanced Practice Nurses
Clinical Nurse Specialists
Nurse Practitioners
Ask The Nurse
Associations (Nursing)
Authors (Nursing)
Boards of Nursing
Burnout (Nursing)
Businesses (Nurse-Owned)
Brainteasers
Care Plans (Nursing)
Careers In Nursing
Case Studies (Malpractice)
CEUs (Nursing)
Commonly Used Drugs
Chat (Nursing)
Clothes (Nursing)
Colleges (Nursing)
Current Events, Nursing News
Degrees in Nursing
Discussions (Nursing)
Drugs (Commonly Used)
Education (Nursing)
Employment (Nursing)
Entrepreneurs (Nurse)
Equipment (Medical)
Forensic Nursing
Gifts For Nurses
Going Shopping
Health & Wellness
Health Insurance
Healthcare Unions, Nursing Unions, Organized Labor
History of Nursing
Hospitals, Medical Centers
Informatics Nurses
Intravenous (IV) & Infusion Therapy
Jobs in Nursing
Jokes (Nursing)
Journals (Nursing)
Long Term Care, Nursing Homes
Male Nurses
Malpractice Cases
Medical Centers, Hospitals
Medical Equipment
Medical Humor, Nursing Jokes
Men in Nursing
Nurse Training
Nurse Entrepreneurs
Nursing Associations
Nursing Authors
Nursing Burnout
Nursing Care Plans
Nursing Careers
Nursing (CEUs)
Nursing Boards
Nursing Clothes, Scrubs, Uniforms
Nursing Colleges, Schools
Nursing Degrees
Nursing Discussions
Nursing Education
Nursing Employment
Nursing Entrepreneurs
Nursing Gifts
Nursing Homes, Long Term Care
Nursing Informatics
Nursing Jobs
Nursing Jokes, Medical Humor
Nursing Journals
Nursing History
Nursing Malpractice Cases
Nursing News
Nursing Pay
Nursing Programs
Nursing Refresher Courses
Nursing Research
Nursing Resumes
Nursing Salaries
Nursing Scholarships
Nursing Schools, Colleges
Nursing Scrubs, Uniforms
Nursing Shoes
Nursing Shortage
Nursing Students
Nursing Uniforms
Nursing Unions, Organized Labor, Healthcare Unions
Nursing Wages
Paychecks (Nursing)
Prescription Drug Indexes
Puzzles, Quizzes
Refresher Courses
Research (Nursing)
Resumes (Nursing)
Salaries (Nursing)
Scholarships (Nursing)
Schools of Nursing
Scrubs, Nursing Uniforms
Shoes (Nursing)
Shopping (Going) on the Internet
Shortage (Nursing)
State Nursing Boards
Student (Nursing)
Training (Nursing)
Traveling Nurses
Uniforms, Scrubs, Nursing
Unions (Nursing), Organized Labor, Healthcare Unions
Wages (Nursing)
Work At Home Opportunities
Gifts For Nurses
Nursing Blog, Chat, Forum,
Nursing Career Jobs,
Nursing Degrees, Programs,
Nursing Homes,
NursingMail.com,
Nursing Scrubs, Uniforms,
Nursing Schools, Colleges,
Scholarships (Nursing),
Traveling Nurses
Nursing Topics, A to Z: A,
B,
C,
D,
E,
F,
G,
H,
I,
K
L,
M,
N,
O,
P,
R,
S,
T,
U,
V,
W,
X,
Y,
Z
Nursing Degrees, LPN-RN, RN-BSN, RN-MSN, Associate, Bachelors, Masters and more!
Free Downloads, Games, Software, and more!
| The
New Power Of Advertising by Jay Conrad Levinson A website is an island. Advertising is a bridge to that island. Large and small businesses online are discovering that truth in a hurry – or else. Advertising is not what it used to be. The internet has changed its purpose and its strength. Rather than making advertising in the traditional media weaker, the net has made it stronger. That’s why all guerrillas must be aware of the new power of advertising. The first thing to know, and this should come as good news, is that advertising no longer has to make the sale. Not very long ago, advertising’s main goal was to make the sale, though there are many other goals. But that has changed dramatically with the growth of dotcom companies all over the internet. Today, the goal of much advertising is not to make the sale but to direct people to websites. That does not diminish the power of advertising. Instead, it increases it. With many, if not most, guerrilla-run companies establishing webturf, advertising’s newest function is to motivate people to visit a website where they can get far more information than can be delivered by standard media advertising. Advertising has become the first step in a permission marketing campaign. It invites dialogue and interactivity with prospects and customers by directing people to websites, by offering free brochures, by generating the kind of action that leads to permission to receive marketing messages. Once people grant that permission, which they do at a website or by simply calling to request a brochure – printed or electronic --- that’s when serious guerrilla marketing attempts to close the sale. That means the prime obligation of advertising is to motivate an easy-to-take-action. This should come as good news because it places less of an onus on advertising than ever before. Motivating the action of getting person to click to your website is a whole lot simpler than motivating a person to part with his or her hard-earned money and risk spending it the wrong way. Not only is it easier to motivate action, but that action is becoming even easier as being online is now endemic. Over 100 million people are now online, though America Online’s chief, Steve Case, pegs the number as being closer to 200 million. It’s not always a whole lot of fun to visit your store or order from your toll-free number, but it is fairly enjoyable to click over to a website and take a gander at what is being offered and how you can benefit. There is a risk when somebody responds to advertising with an order. There is no risk at all if they check your website. Advertising seems to grease the skids to the sale. It takes far less time to learn about you online than to cruise around a mall or drive to a location further away than their computer. That means advertising can be short, concise, to the point. It no longer has to curry the favor of prospects with long copy, involved graphics or detailed explanations. The internet can do that for you, allowing you to save on advertising costs. Advertising your website works in all the media – from TV to radio, from magazines to newspaper, from direct mail to billboards. It doesn’t take a lot of time or verbiage to get them to spend a few moments checking how your website can improve their lives. As all guerrillas know, the name of the game in marketing is creating relationships. It’s tough to accomplish this with an ad. It’s pretty easy with a website, which initiates dialogue by inviting it, by making it as easy as clicking a mouse. Advertising has always been a method designed to change human behavior by getting people to purchase your product or service. The internet has changed that. Now, advertising merely has to deflect human behavior, to divert curiosity from an ad or commercial to a website. There is little question that the online fire burns brightly. There is no question that advertising fuels the online flame. During the telecast of Super Bowl played in l999, I was fairly amazed to see four commercials for dotcom companies. Today, I am even more amazed when I watch a sporting event telecast that does not have a whole gaggle of dotcom commercials. The big and the small players online are learning from hard experience that they are invisible when they are online. Sure, their site might come up from a search engine or a link from a cooperating company, but the majority of people get their information offline – and that’s where guerrillas marketing their sites. Offline and regularly. It’s true that standard media advertising is interruption marketing, interrupting people in their perusing of the newspaper or magazine, in their viewing of a TV show or listening to the radio. Interruption marketing is crucial, however, as the first step in gaining permission from people to receive your marketing materials. And it is equally crucial in luring them to your website. The top five products that internet users actually prefer to buy online differ from men to women. The top five to men are computer software, computer hardware, pornography, books and music. The top five to women are computer software, greeting cards, music, books and computer hardware. As Adweek magazine says, women are from Hallmark; men are from Bob’s Digital House of Porn. Many so-called experts believe that the growth of the internet signals the demise of advertising. This particular expert believes just the opposite. Advertising now can loom as important as ever, as necessary as ever, and more mandatory for a proper marketing mix than at any time in history. The larger the internet grows, the more important the role of advertising and the greater its power. Advertisers must no longer have to move a person from total apathy to purchase readiness with their advertising. Now, all they have to do is move a person from total apathy to mild curiosity. From that point, moving that person to purchase readiness is the job of the website. Jay Conrad Levinson is probably the most respected marketer in the world. He is the inventor of "Guerrilla Marketing" and is responsible for some of the most outrageous marketing campaigns in history - including the "Marlboro Man" - the most successful ad campaign in history. Learn how Jay can make *your* business a huge success in his latest book (and arguably his best ever) Marketing On Steroids. |
******************************************************
This Page is Part of The Nursefriendly National Nursing A To Z & Consumer Health Directories
We are Incorporated in The State of New Jersey, under the name:
Nursefriendly, Inc.
38 Tattersall Drive, Mantua, New Jersey (NJ) 08051
Our Phone #: 856-415-9617, E-mail, ICQ#6116137 (www.icq.com)
We are a proud member of The National Nurses in Business Association, http://www.nnba.net
Other products and companies referred to herein are trademarks or registered trademarks of their respective companies or mark holders, and are not owned or affiliated with Nursefriendly, Inc. or any of it's affiliated companies.