The Dangers Of Hunch Marketing

When I entered the advertising business, I was mentored by a man named Joe Urey. Joe taught me that before creating an ad campaign, we had to do the research to find out if a market really existed. This research might include surveys, telemarketing or focus groups. Rarely did we embark on spending a clients budget until we knew the potential of the market. Today with the faster, digital pace of business and companies looking for quick sales solutions in a down economy, I'm seeing a lot of businesses chasing new markets perceived on a hunch. With little or no research, these companies are spending marketing dollars, in an attempt to open markets that may not even exist. I'm reminded of the

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