Magazine article Marketing

A Call for Imaginative Partnership

Magazine article Marketing

A Call for Imaginative Partnership

Article excerpt

I have the good fortune to be married to an American. My marriage has persuaded me that a number of national stereotypes may be correct. One is that Americans are "yea sayers" while the British tend to be "nay sayers". Whereas I am reluctant to try new things, she embraces novelty eagerly. Since she spends our money and I earn it this works out well.

If you come up with a new idea in this country, for the most part people try to think of reasons why it won't work, while in the US they say "why not give it a try?" Perhaps this is an extension of the way that allegedly, when the poorer Briton sees somebody driving an expensive car he scratches it, whereas an American says. "I'll have one of those one day".

One US idea called the PI deal always got very short shrift here when, back in the 60s. I used to buy space. The rep would take me to the pub and pour drink down me while attempting to persuade me that his medium would work splendidly for what I was selling and I should buy some space.

"I'm sure your publication is splendid and may pull like an express train," I would say, " so why don't we do a deal where replies go to you and I pay you an agreed sum per reply? If the results are OK, I'll keep buying from you -- either at ratecard or below. Then we can negotiate sensibly based on facts, not claims." This proposal was invariably turned down. At the prospect of being put to the test, the rep would retreat in some disorder.

The PI deal is very common in America and is a foolproof way of testing a medium. …

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