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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition by Jeffrey Babin, Shellye Archambeau, Howard L. Morgan, Leonard M. Lodish

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6. Advertising to Build Awareness and Reinforce Messaging

Synygy Generated Productive Ad Options for Low Cost

Adaptive experimentation in advertising can provide large returns for modest investments. Synygy, Inc., is an entrepreneurial company that does administration of complex incentive compensation plans. The company improved its advertising dramatically by testing alternative ads and choosing the best performer, rather than developing and committing to a single campaign. Synygy had an advertising agency that they used in the traditional way. The advertising that the agency came up with was run for a period of six months in print media that their target audience—senior sales force managers and administrators—would read. The objective of the ...

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