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Creditability In Advertising

I recently saw an ad taped to my mailbox, mind you, my mailbox is shared by many residents of my area. The postal real estate is typically reserved for flyers of lost dogs, cats, small children, etc. This time, however, the ad was soliciting a service which, I feel, requires a personal connection. The ad simply stated "Affordable, Quality, Licensed, Day Care. Call XXX-XXXX"

I recently saw an ad taped to my mailbox, mind you, my mailbox is shared by many residents of my area. The postal real estate is typically reserved for flyers of lost dogs, cats, small children, etc. This time, however, the ad was soliciting a service which, I feel, requires a personal connection. The ad simply stated: "Affordable, Quality, Licensed, Day Care. Call XXX-XXXX"

While I do not have children yet, I can only assume a responsible parent would look at this impersonal solicitation for their young children and laugh. Would you consider trusting this nameless, faceless,

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credit-less, organization with your children? Maybe some days this would be appealing, but realistically?

I started thinking about credibility and what an important role it plays in today's

Credit as a financial term, used in such terms as credit card, refers to the granting of a loan and the creation of debt. Any movement of financial capital is normally quite dependent on credit, which in turn is dependent on the reputation or creditworthiness of the entity which takes responsibility for the funds.
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business economy. I looked in the yellow pages for a landscaping company - six pages vying for my dollar, yet all of them lacked personality. Not one said, "We are a credible company you have heard of."

Granted, building a

In economics, business is the social science of managing people to organize and maintain collective productivity toward accomplishing particular creative and productive goals, usually to generate revenue.

The etymology of "business" refers to the state of being busy, in the context of the individual as well as the community or society. In other words, to be busy is to be doing commercially viable and profitable work.
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brand name takes longer than a day or a dollar. Not one person on my mailing list has the

A brand is a collection of feelings toward an economic producer; more specifically, it refers to the concrete symbols for the brand, such as a name and design scheme. Feelings are created by the accumulation of experiences with the brand, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, s
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Microsoft arsenal of marketers, nor do they have the brand recognition worldwide. But thousands of "small businesses" (a term I hate) have incredible local recognition. Think Blue Sky Landscaping (for you Western Washington folks), what about Dillanos Coffee? They are based right here in Sumner. Ever heard of Pink Coconut? Headquartered in Puyallup.

What do you do to make your company say, "I am someone you can trust."? How do your customers get to be your customers? Obviously word of mouth is a powerful

The Microsoft Corporation (NASDAQ: MSFT, HKSE: 4338) is a multinational computer technology corporation with 2005 global annual sales of US$39.79 billion and 63,564 employees in 102 countries and regions. It develops, manufactures, licenses, and supports a wide range of software products for computing devices.[4][2] Headquartered in Redmond, Washington, USA, its most popular products are the Microsoft Windows operating system and the Microsoft Office suite of productivity software, each of which has achieved near-ubiquity in the desktop computer market. Microsoft possesses footholds in other m
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marketing tool - but you can't buy that. If you could, we would all be millionaires and word of mouth would not have the same credibility. What about new customers?

For some, leaving an anonymous flyer on a mailbox will work. For daycare? For in-home services? No.

Write back and let me know what you do to bring creditability to your company. In my next article, I will share some of your thoughts - think about it, instant (creditable, free) publicity.

S. Nestor writes for StormFront Development, a pioneer in web development. Visit their private forum SF:Club (http://www.thesfclub.com) to learn more.Contact him at snestor@stormfrontdevelopment.com

Marketing, as suggested by the American Marketing Association, is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders".[1]

Another definition, perhaps simpler and more universal, is this: "Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow...or conform to someone else's products, services or values. Simply, if it doesn't facilitate a "sale" then it's not marketing.
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Creditability In Advertising

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