Have You Been Trying to Create a Transaction or a Relationship with Your Advertising?

"Advertising spends are up...

Yet by any objective measure, that spending is increasingly less and less effective. Why? Because the core message of most advertising is focused on price and product features and functions, rather than the development of a balanced message of content and context. Too much advertising is concerned with creating transactions rather than building relationships and emphasizes value over values. In short, it mirrors all of the mistakes being made by most businesses."
- The Myth of Excellence by Fred Crawford & Ryan Mathews page 210