I alking about the advertis- ing business with James August of Stone, August, Baker & Co. is somewhat akin to taking a course in Ad- vertising 101 from a guru. That's especially true if you ask Mr. Au- gust how the advertising agency business has changed. "Advertising itself is still the idea of trying to use mass corn- munications to sell products or services or ideas," he said. "By its nature, it is a constantly evolving kind of craft. "The ways we advertised in 1920, 1930, 1940 and 1950 are laughable today. It is only dif- ferent because the conventions of language, graphics, arts and so on are so different. "What we do has changed enormously from radio, televi- sion, newspaper and outdoor /— [signs]. In the past, an advertis- ing agency provided a linear, highly focused kind of service of developing advertising to run in those traditional, classic adver- tising media. 'We're an integrated market- ing communications company today — MC," said Mr. August. "What that says is that a corn- pany communicates with its /— markets through a whole host of media. And if it integrates those into a single focused mes- sage executed in different me- dia, it is going to be more efficient and more effective." That idea until six or seven years ago was mainly lip-service. If you wanted public relations, you hired a p.r. firm or a sales promotion company. There was no such thing as digital mar- keting. You did direct mail with a direct mail specialist, if you did it at all. You thought catalogs were a separate medium. These things were all done separately, and if there was any strategic thinking at all, it was probably focused behind the ad- vertising, and the other things \ were all executionally-driven. /— Meanwhile, the traditional advertising media began to have less dominance in the market- place. Network television used to deliver 70 or 80 percent of the homes on any evening. Today, you're lucky if you get 30 or 40 percent of the homes. Concur- rently, the number of advertis- ing messages geometrically increased. A published report last month said the average per- son was exposed to 3,000 mes- sages a day. As Mr. August put it, "I don't care how good you are, it's hard to stand out and be re- membered if you're one of 3,000." People needed to find ways other than the traditional me- dia to communicate with the N7= customer base. And because their dollars no longer went as far, they needed to integrate the effect. STONE, AUGUST, BAKER page 102 6 .0 0 to APY • 2 6 Ai, Earn 6.00% APY on our 21 month CD. Add .25% with our Advantage 50 Bonus and you can earn 6.26% APY. Old Kent also offers shorter term options. Our 8 month CD earns 5.74% APY. Add .25% with our Advantage 50 Bonus and you can earn 6.01%. Stop by your Old Kent office for details on the CD that gives you more ways to earn higher rates. 1-800-882-9543 OLD KENT Annual percentage yield effective as of May 12, 1997. 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