More than 150 businessmen and women attended "How To Be Effective With Your Advertising Dollars," a free seminar sponsored by the Greater Wilmington Radio Association (GWRA).
Independent marketing expert Paul Weyland, right, helped these local businesses determine whether the money they're spending on advertising is truly efficient or effective.
The event was held at White Clay Creek Country Club in Newark, Delaware.
Weyland is a specialist in modern marketing and branding, the difference between good and bad advertising, and how to calculate the return on investment on advertising.
Attendees learned about the latest − proven − approaches to successful advertising in every medium.
For example, Weyland told the group to avoid clichés in advertising copy.
Phrases such as "family-owned and operated," "red hot sizzling summer sale," "we treat our customers right," etc., are over-used, he said.
Advertisers need to cut through the clutter, he said, and differentiate themselves from the rest.
Weyland cited an auto repair shop that loaned cars to customers while work was being done.
Rather than emphasize the fact that the shop had a large and inviting waiting room, complimentary coffee and was
