Managers aim to please………..their CEO! Rightfully so, unless the CEO becomes their main and only target audience. Chances of this happening in an old-fashioned command and control corporate organization are bigger than you think. Not everybody has direct access to the CEO, creating positive awareness through other channels can therefore be a good career strategy. Placing advertisements in newspapers that the CEO reads are one way of doing that. It indirectly suggests that his marketing department is doing its job in promoting the brand. In a world where the main target groups were reading the same newspaper(s) as the CEO, this was an effective media plan. In a world where they don’t, it obviously is not.

Is your CEO still reading a newspaper?