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To The Extreme
Since marketing is not a hard and fast science, views on the elements of success and failure are as varied as the consultants who offer up their advice. Aida Mayo, president of MAYO Communications in Los Angeles, is less than enthusiastic about the ever-more-popular tradition among dotcoms to blow all their advertising dollars in big venues such as the Super Bowl. "I believe the dotcoms must have been sold a bill of goods to put that much money on the Super Bowl," says Mayo, 35. "The return on investment has to be next to none, and the cost . . . whew!" Whew is right: some firms spend upwards of $3 million on a 30-second spot.
Indeed, many experts claim the long-term profit potential from such a costly venture is questionable, adding up to too great a risk for start-ups to take. Mayo, whose marketing and PR firm works with many pre-IPO start-ups, says dotcoms can get much more mileage out of their advertising dollars by sponsoring business-to-business functions or placing full-page, four-color ads in high-profile national publications.
MAYO Communications, (818) 340-5300, fax: (818) 340-2550.