Marketing basics boiled down to memes.

Advertising is expensive. But no matter where you put your marketing communications money, spending some of it—perhaps more than you are now—on the creativity and quality of your messages will pay off.

In today’s world, where entertainment and information of all sorts, including advertisements, are available immediately, people won’t sit still for anything that’s not appealing, engaging, entertaining, and worth their time.

By investing in creativity and quality production, you can compete for attention and share of mind—even on a very constrained budget. But if you skimp on quality, you will crimp the effectiveness of your message.

That’s not a wise use of your marketing dollars.

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