Released on: November 2, 2007, 3:10 am

Press Release Author: Ronald Geskey

Industry: Media

Press Release Summary: Understanding the ROI implications of buying into the Super
Bowl or any other expensive sponsorship or media schedule is critical to all
companies, large and small. As highlighted in Ron Geskey's new book, "David vs.
Goliath: Guerrilla Media Buying for Small Business, A New Way to Win", increasing
cost effectiveness will increase your Effective Share of Voice which should increase
Your Share of Market.


Press Release Body: Rochester, MI, Nov 1, 2007 -- The Super Bowl is exciting to
watch, debate, and bet on. The news media O.D. on it for weeks. It makes for
spirited conversation at the water fountain as well as in board rooms. Some of the
commercials are a hoot. But does all of that excitement translate to a cost
effective investment which will pay out for guerilla marketers seeking sales and
ROI? For small companies, the Super Bowl provides a template for what to watch for
when considering any large marketing investment.

What are some of the more important ROI related considerations for whether to buy or
not:

1. Make Sure You Understand the TOTAL Investment - For example, the Super Bowl's
time cost of $2.6 million per :30 is just the tip of the iceberg-- because most
advertisers also spend millions more on commercial production, effects, celebrity
talent, and promotion.

2. Understand that Audience Size is Not Related to ROI - Even though the Super Bowl
is usually the highest rated program on television, research findings indicate that
there is no relationship between rating size and advertising effectiveness.

3. Believe your Brain When it Tells You That a 500% Cost Premium Makes ROI Nearly
Impossible - Get 5-6 times more quality exposure in other media for the same money.

4. But People Watch Super Bowl Commercials! - True, commercials have become a Super
Bowl attraction but there is no evidence that they generate larger commercial
audiences than alternative programs which command high viewer attention.

5. But Doesn't the Excitement of Just Being in the Super Bowl Cause More Consumers
to Purchase? Research says no. A lot of Super Bowl commercials are creative for
creative sake; high commercial recall without a shift in brand purchasing intentions
is a waste of stockholder dollars.
Press release distribution by PressReleasePoint(http://www.pressreleasepoint.com/)


About "David vs. Goliath".

"David vs. Goliath" is a new book especially for small/mid size business owners,
entrepreneurs, and others who want to grow their business, but may lack the capital
to "make over" the entire business-e.g., location, facility, merchandise,
positioning, pricing strategy, etc. to better compete with much larger competitors.
Instead, many small businesses can increase Share of Market and Profit by increasing
their Share Voice-- by using and buying traditional and non traditional media more
efficiently and effectively. "David vs. Goliath" teaches readers the basics of what
they need to know to plan and buy media to realize 50-200% increases in
effectiveness and ROI.
http://www.amazon.com/David-vs-Goliath-Guerilla-Business/dp/0978511727


About the Author

Ron Geskey, CEO of 2020:Marketing Communications LLC, has over 30 years of senior
account and media management experience at Leo Burnett, D\'Arcy, Campbell Ewald and
General Motors R*Works. He has a masters degree from Southern Illinois University,
doctoral work at Texas Tech, and professional education at Northwestern, Wharton,
and MSU.



Contact
Ronald Geskey
2020:Marketing Communications LLC
P.O. 82476
Rochester, MI 48308-2476
248-894-1151
marketing2020@aol.com
http://www.thumbnailmediaplanner.com/
http://www.amazon.com/David-vs-Goliath-Guerilla-Business/dp/0978511727










Web Site: http://www.thumbnailmediaplanner.com/

Contact Details: Ronald Geskey
2020:Marketing Communications LLC
P.O. 82476
Rochester, MI 48308-2476
248-894-1151
marketing2020@aol.com
http://www.thumbnailmediaplanner.com/