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MARKETING WARFARE

Al Ries (Founder of Trout and Ries Advertising, a New York agency billing more than $30 million annually)
Jack Trout (Founder of Trout and Ries Advertising, a New York agency billing more than $30 million annually)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1986

3335

Abstract

Advertising has become a strategic weapon rather than a tactical one. Advertisers no longer run ads to sell products, they run ads to establish a position. Advertising is too expensive to justify on the basis of today's results. A one‐minute commercial on the 1987 Super Bowl costs you more than a million dollars. Yesterday, readership was the key measure of an ad's effectiveness. Today, most advertisers pay little attention to readership reports and coupon contents. They want to know what position they occupy in the minds of the prospects.

Citation

Ries, A. and Trout, J. (1986), "MARKETING WARFARE", Journal of Consumer Marketing, Vol. 3 No. 4, pp. 77-82. https://doi.org/10.1108/eb008182

Publisher

:

MCB UP Ltd

Copyright © 1986, MCB UP Limited

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