To be Heard, Lower your Voice

Memphis, TN – Considering how much it costs to purchase a commercial, why are business executives not upset when producers create commercials for them that make consumers want to turn them off? Many commercials for local companies have volume levels set so much higher than the program they interrupt that they practically blow consumers out of their seat. If you want a successful commercial, lower your voice!

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of 110 two-minute business principles - go to