Marketing is to advertising, just as decoration is to a home. Even though art and creativity are key elements in the sales process, having the right and precise market information makes the difference between failure and success.
In other words if our desire is to have an effective brochure, web page, TV or radio campaing all our efforts must be based on market facts.
Even before we start the creative process we must ask our selves several important questions that will help us find the markets facts.
Questions such as:
What is the true market potential for your product or service?
What segments of the market are more suceptible to wanting your service or product? and why?
What are the most sensitive marketing bottons?
What are the needs, fears, objectives and obstacles?
What are key interests in the business world, tecnological world and personal world that motivate a decision?
