Breakthrough Marketing Plans: How to Stop Wasting Time and by T. Calkins

By T. Calkins

Breakthrough advertising Plans indicates the right way to create easier and extra robust advertising plans in an age of accelerating quantities of information, advertising strategies, and aggressive pressure.

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7 Great CEOs focus; they identify and communicate the top strategic initiatives. This is true across industries. I’ve moved to a place where I’m really focused on four things. —Ford CEO Alan Mulally8 Since becoming President and CEO in 2005, I have focused on three strategic priorities. —Disney CEO Robert Iger9 THE KEY ELEMENTS 55 As I mentioned in my letter last year, the UPS strategy has three key tenets. —UPS CEO Scott Davis10 I have a great belief that you can’t do more than five things. —Abbott VP Mark Wheeler The best number of strategic initiatives for a business is three.

I had to go back to my notes to remember the list. And then, when I was asked later about the talk, I was able to recall only a few things. A marketing plan should never have a dozen initiatives.

In addition, as the number of side effects listed in the ad increased, more people failed to remember any of them at all. With four side effects, 36 percent of consumers couldn’t remember even one. With eight side effects, the portion of consumers who couldn’t remember any of them increased to 45 percent. With twelve side effects, a remarkable 53 percent of consumers could not remember even one of the side effects. 11 Of course, this really is just common sense. Long lists are difficult to absorb; people quickly get overwhelmed and forget all of THE KEY ELEMENTS 57 the items.

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