Is Advertising Effective for Marketing Professional Services? Norm Goldring's Perspective

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links Ah, the political issue!  If I were in Jon’s shoes I’d float a few trial balloons to assess my chances for success. I’d try to get the CEO to treat the test expense as a one-off charge.  If my division is the only one that can use the space, I’d have the penalties deducted from my ad cost and charged against the division that’s pulling out. I’d insist on having final approval on ad content and creative approach.  If none of these conditions seem acceptable I’d probably walk away from the opportunity for lack of corporate support.