By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-750541.mp3
Memphis, TN – There used to be lots of small mattress companies. Then three companies effectively cornered the market through major spending increases for advertising. Once established, two of the larger mattress companies decided to pull-out of a national advertising campaign for generic mattresses which had been organized by ISPA - the International Sleep Products Association. Why should the larger companies pay the majority of the costs for advertising generically, effectively diluting their own brands?
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 johnmalmo.com.