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In the book, they use an example from Ford for its popular F-150 truck. While this, again, is B-to-C, you can get an idea from the example of how you might implement such a process in your own company. The 70 percent was devoted to tried-and-true television and magazine advertising. The 20 percent sustaining innovation was invested in lifestyle magazines in the sporting arena because it is a truck, and even Town & Country, because the F-150 is considered a luxury truck. They note, “Who knows if Town & Country will work? But what if it does? If Ford didn’t explore advertising in this magazine, it would be a loss of opportunity, if the magazine did work better than the alternatives.”
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- People:
- Greg Stuart
- Rex Briggs
- Places:
- United States
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