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Advertising on Higher Ground Kevin Lynch Founder and CEO of Lynch Jarvis Jones, Inc.

One of the defining characteristics of advertising is its cloying ability to reduce extraordinarily complex ideas to simple ones, and vice versa. In that spirit, lets start with a vastly oversimplified premise.

Namely, that credit check free online Reno there are three types of organizations credit check free online Reno out there who might consider the use of advertising.

Their need for credit check free online Reno advertising may be marginal because, for credit check free online Reno the most part, their products sell themselves. The sad truth is, more often than not, their products sell themselves, too. Some closer to the evil, others closer to the good.

They credit check free online Reno need advertising, big time, because they operate in the vast and barren wasteland of indifference. Few among the credit check free online Reno 98% will ever achieve complete goodness, nor surrender to complete evil.

The demand of investors, employees, communities, regulators, and suppliers, as well as the demands credit check free online Reno of the marketplace, make that very unlikely.

But over towards the white credit check free online Reno edge of the gray area of credit check free online Reno the 98% is a small and sincere group, the size of which cant be neatly calculated, which is committed to the quest for goodness. credit report and score for free They are often called socially responsible or socially conscious businesses, but such labels are both limited and misleading. The fact is, they blunder, they make mistakes, and their consciousness sometimes takes naps. Indeed, many such enterprises are not even businesses at all in the traditional sense. The direction and momentum of these organizations is toward the common good. So much so, in credit check free online Reno fact, that they might accurately be credit check free online Reno referred to as common good enterprises. If this sounds like your enterprise, this booklet is for you. The Trouble with Advertising If you are credit check free online Reno a committed leader in a common good enterprise, youre likely to feel great conflict about advertising. You may be angry at advertising for fueling the credit check free online Reno over-consumptive frenzy which is ravaging the earth and her plenty. really free credit report You may resent the massive injustice in distribution of wealth which is encouraged by advertisings credit check free online Reno message of greed and selfishness.

You may worry that your daughters and sons will succumb to the overwhelming avalanche of crud - violence, sexual exploitation, cynicism, disrespect - which is the stock and trade of advertising and media today. You may fear that the range of voices and alternative ideas expressed in the media is steadily narrowing, as the global media industry consolidates to serve fewer, bigger, worldwide advertisers. You may have a bone to pick with advertising, for credit check free online Reno all these reasons and more. In fact, its exceedingly difficult to argue that, by its very nature, advertising can credit check free online Reno be anything but a socially negative event. But you have other instincts credit check free online Reno about advertising, too. If youre the credit check free online Reno David in your competitive arena, you credit check free online Reno know the potency of your Goliaths advertising war chest. If youve used advertising yourself, you know it works half of the time, anyway. (Youre just not sure which half.) If youre at all attuned to the barrage of media messages around you, you may even grudgingly admit to liking many of the ads you see. credit report government free And finally, if there is intense competition for resources within your common good enterprise (and where isnt there?), you weigh every dollar you could spend on advertising. Against dollars you could plow into the community, share with employees, invest on customer satisfaction, or spend on whatever squeaky wheel is currently in need of the most grease. Yet you suspect advertising will be needed if your enterprise is going to reach the next level and go beyond.

You probably wouldnt be reading this booklet if you werent somewhat confounded by your responsibilities as an advertiser. Give yourself credit - your heart is in the right place.