Marketing Without Advertising 3Table of Contents1 Advertising: The Last Choice in MarketingA. The Myth of Advertising’s Effectiveness ............................................... 1/3B. Why Customers Lured by Ads Are Often Not Loyal ............................. 1/8C. Why Dependence on Advertising Is Harmful ...................................... 1/8D. Advertisers: Poor Company to Keep .................................................... 1/9E. Honest Ads ....................................................................................... 1/12F. Branding ........................................................................................... 1/14G. Listings: “Advertising” That Works ..................................................... 1/152 Personal Recommendations:The First Choice in MarketingA. Cost-Effectiveness ............................................................................... 2/2B. Overcoming Established Buying Habits .............................................. 2/4C. Basing Your Marketing Plan on Personal Recommendations ............... 2/5D. When Not to Rely on Word of Mouth for Marketing ........................... 2/73 The Physical Appearance of Your BusinessA. Conforming to Industry Norms ............................................................ 3/2B. Fantasy: A Growing Part of Retail Marketing ....................................... 3/5C. Evaluating Your Business’s Physical Appearance ................................ 3/