Marchand--Advertising - The Unexamined Option

A familiar declaration, usually delivered in emphatic tones: Advertising doesn't work for commercial printing companies!

Heard that before? I have. Often. It's a truism—a seemingly self-evident statement likely to be called into question only by rookie marketers.

No one likes to be a novice, wet behind the ears, unaware of what works and what doesn't, not really knowing how to do the things that matter. And so, in many printing companies, advertising is an unexamined option, seldom considered by marketing and sales executives.