In fact, they're overpriced by as much as a factor of 50 when compared to conventional media. But sometimes you will have to use them, just to get extra reach. So here's some ammunition to help you get your money's worth . Y ou can't sell 'em until you tell 'em, and you can't tell 'em if they're not listening. Our Gorilla Paper provides some practical guidelines that can help you hack your way through the jungle.
D iscovering the simple essence of things is the essence of the marketing imagination.
That's a quote from Theodore Levitt, who wrote what has to be the best marketing book ever. This case history shows how it works . T urning the food chain around. Sometimes the little guy wins, and this is a case history of one of those times. Killer results .